온라인 무용공연의 시청동기가 이미지 및 지속시청의도에 미치는 영향 (The Effect of Motivation to Watch Online Dance Performances on Image and Intention to Continue Watching)

서지정보

· 발행기관 : 사단법인 한국비즈니스이벤트컨벤션학회
· 수록지 정보 : 이벤트컨벤션연구 / 17권 / 2호 / 101 ~ 117페이지
· 저자명 : 김선희

초록

Purpose – In order to popularize the online dance performance market that has changed rapidly due to the recent covid-19 situation, this study aims to find out how the motivation of the watching influences image and the intention of continuous watching.
Design, data, and methodology – The survey tool consisted of a total of 29 questions, and the responses of 217 people who watched the online dance performance were analyzed. For data processing, frequency analysis, exploratory factor analysis, correlation analysis, and regression analysis were performed using spss 25.
Result – First, all sub-factors of the watching motivation, except for social exchanges, affected the image. Second, all sub-factors of the watching motivation, except for social exchanges, affected the intention of continuous watching. Third, image had a significant effect on the intention of continuous watching.
Conclusions –It can be used as a marketing material for popularization of dance through the results of examining the watching motivation, image, and continuous watching intention of online dance performances.

영어초록

Purpose – In order to popularize the online dance performance market that has changed rapidly due to the recent covid-19 situation, this study aims to find out how the motivation of the watching influences image and the intention of continuous watching.
Design, data, and methodology – The survey tool consisted of a total of 29 questions, and the responses of 217 people who watched the online dance performance were analyzed. For data processing, frequency analysis, exploratory factor analysis, correlation analysis, and regression analysis were performed using spss 25.
Result – First, all sub-factors of the watching motivation, except for social exchanges, affected the image. Second, all sub-factors of the watching motivation, except for social exchanges, affected the intention of continuous watching. Third, image had a significant effect on the intention of continuous watching.
Conclusions –It can be used as a marketing material for popularization of dance through the results of examining the watching motivation, image, and continuous watching intention of online dance performances.

참고자료

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