SNS특성이 공연예술소비자의 티켓구매의도에 미치는 영향

• 영문명: The Effects of SNS Characteristics on the Ticket Purchase Intention of Performing Arts Consumers: Focusing on the Technology Acceptance Model
• 발행기관: 한국문화경제학회
• 저자명: 정상현 이화형
• 간행물 정보: 『문화경제연구』제26권 제2호, 113~143쪽, 전체 31쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.08.31

국문 초록

이 연구는 공연예술소비자의 SNS특성이 공연예술소비자의 티켓구매의도에 미치는영향 관계를 규명하여 공연예술 마케팅의 기초자료를 제시하는 데 연구의 목적이 있다. 연구 대상자는 SNS를 통해 공연예술 티켓을 구매한 경험이 있는 공연예술소비자로 선정하였고, 온라인 설문 플랫폼 Google docs를 이용하여 261부의 자료를 수집하였다. 실증 분석은 모두 유의수준 α=.05 에서 검증하였으며, 통계 처리는 SPSS 28.0 및 AMOS 28.0 프로그램을 사용하여 분석하였다. 실증 분석을 통해 도출한 결과는 다음과 같다. 첫째, SNS특성 중 상호작용성, 유희성, 관계성은 지각된 유용성에 정(+) 의 영향을 미치는 것으로 나타났으며, 실재감은 지각된 유용성에 영향을 미치지 않는것으로 나타났다. 둘째, SNS특성 중 상호작용성, 유희성은 지각된 용이성에 정(+)의영향을 미치는 것으로 나타났으나, 관계성, 실재감은 지각된 용이성에 영향을 미치지않는 것으로 나타났다. 셋째, 공연예술소비자의 지각된 용이성은 지각된 유용성에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 공연예술소비자의 지각된 유용성은 티켓구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 공연예술소비자의 지각된용이성은 티켓구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 따라서, SNS특성의하위요인인 상호작용성, 유희성, 관계성을 강조하는 SNS를 기획·제작하여 공연예술소비자의 지각된 유용성과 지각된 용이성을 높임으로써 티켓구매의도에 긍정적인 영향을미치도록 해야 할 것이다.

영문 초록

This study proposes a research model that investigates that influential relationship of the major variables set when searching for performing arts, including the characteristics of SNS, perceived usefulness, perceived ease of use, and ticket purchase intention. The subjects were performing arts consumers with experiences of purchasing a performing arts ticket via SNS. A total of 261 questionnaires were collected with the online survey platform Google Docs. The empirical analysis results were tested at the significance level of α=.05, and statistical treatments were analyzed with the SPSS 28.0 and AMOS 28.0 programs. The empirical analysis results led to the following findings: First, the study empirically analyzed the impact of SNS characteristics on searching for performance arts included interaction, playfulness, relationship, and reality on perceived usefulness, and found that interaction, playfulness, and relationship had significant positive (+) effects on perceived usefulness, and reality did not have any effect on it. Second, the study also empirically analyzed the effects of SNS characteristics on searching performing arts including interaction, playfulness, relationship, and reality on perceived ease of use, and found that interaction and playfulness had positive (+) effects on it with relationship and reality having no effects on it. Third, the study empirically analyzed the effects of perceived ease of use on perceived usefulness in performing arts consumers and found that the former had positive (+) effects on the latter. Fourth, the study empirically analyzed the effects of perceived usefulness on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention. Finally, the study empirically analyzed the effects of perceived ease of use on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention. Based on these findings, the study had the following discussions: First, one of the subfactors of SNS characteristics to search performing arts is interaction, which turned out to have the biggest effects on perceived usefulness. This raises a need to actively review performing arts marketing and emphasize interaction, which allows performing arts consumers to share and communicate various content among themselves via SNS to obtain performance information. Second, another subfactors of SNS characteristics to search performing arts is playfulness, which turned out to have the greatest influences on perceived ease of use. This raises a need to plan and develop performing arts promotions and content tjat gives performing arts consumers the feeling of fun, interest, and pleasure by using SNS in order to increase their perceived ease of use. Third, perceived ease of use had positive effects on perceived usefulness in performing arts consumers. It is thus necessary to do research on promotion and marketing strategies recognizable at a glance so that performing arts consumers can obtain information about performing arts and overcome their difficulties with SNS to increase their perceived usefulness. Fourth, perceived usefulness turned out to have positive impacts on the ticket purchase intention of performing arts consumers. These findings suggest that the field of performing arts should be active in developing marketing strategies to plan diverse events and promotions that provide performance information via SNS to consumers so that performing arts consumers will purchase more tickets. Finally, it was demonstrated that perceived ease of use had effects on the ticket purchase intention of performing arts consumers. It is thus needed to analyze the age groups of consumers and impl

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 연구 방법

Ⅴ. 분석 결과

Ⅵ. 결 론

키워드

SNS특성 공연예술소비자 지각된 유용성 지각된 용이성 티켓구매의도 Characteristics of SNS Performing Arts Consumers Perceived Usefulness Perceived Ease of Use Ticket Purchase Intention