공연예술의 메시지 소구유형에 따른 관람설득에 대한 실험연구: 메시지 소구유형(사회적 기업 vs. 일반기업) 및 관여도의 상호작용효과를 중심으로 (An Experimental Study on Participation Persuasion by Appeal Types of Performing Arts: Focusing on Interaction Effects of Message Appeal(Social Enterprise vs. General Enterprise) and Viewer’s Involveme)

서지정보

· 발행기관 : 한국전문경영인학회
· 수록지 정보 : 전문경영인연구 / 24권 / 3호 / 219 ~ 238페이지
· 저자명 : 신용선

초록

본 연구는 공연관람의 자극물을 사회적 기업과 일반기업으로 제작하여 관람객들이 인식하는 두 기업 간 메시지소구(message appeal)의 차이를 실증하고, 관객들의 소비기대행동인 설득효과(기업이미지 태도 및 관람의도)를 검증하였다. 자극물로 공연예술 포스터를2종류로 제작하고, 공연일정과 내용을 동일하게 작성하고, 공연개최 기획사를 하나는사회적 기업명으로 다른 하나는 일반기업명으로 하였다. 실험은 2021.7.1.~8.30까지약 2개월간 온라인(구글)을 통해 실시되었고, 총 314명이 실험에 참여하였으며 2개 그룹으로 나누어 설문조사가 실시하였다. 서베이 자료는 SPSS.25를 분석도구로 사용하였다.
검증 결과, 기업이미지 태도는 사회적 기업 소구 메시지 유형이 일반기업 소구 메시지유형보다 높았지만(t=3.930, p<.001), 관람의도는 유의적이지 않았다(t=.381, p>.05).
또한, 메시지 소구유형의 설득효과는 공연예술에 대한 관여도에 의해 상호작용 효과가유의적인 것으로 나타났다. 마지막으로, 관여도 높은 집단의 경우에 있어서 메시지소구유형의 설득효과 검정결과는, 이미지 태도에서는 사회적 기업이 높게 나타났지만, 관람의도에서는 일반기업 소구 메시지 유형이 더 높았다. 그러나 그 차이가 미미하여 유의적이지는 않았다(F=1.948, p>.05).

영어초록

Recently, the number of social enterprises which established for the purpose of providing tangible and services products to the socially disadvantaged or vulnerable consumers is increasing significantly. Unlike in the early days which social enterprises were established, the size of the enterprise’s organization and the quality of its offerings have been improved enough to compete with general enterprises. This study is to demonstrate the difference in message appeal between the two companies - social enterprise and general enterprise - perceived by visitors on Performing Arts and verified the audience’s expected consumption behavior (company image attitude and viewing intention). Before the experiment, two types’ posters of performing arts posters were made as for an experiment stimuli. The performance schedule and the contents of the performance poster were written in the same way, but the holding company name was differently printed, which one company holding the performance was printed as a social enterprise name and the other was as a general enterprise. Next, 70 people were divided into two groups according to the convenient sampling extraction method in order to conduct a preliminary survey on message manipulation. It is verified that the message appeal type (social enterprise vs general enterprise) was properly manipulated on the experiment stimuli, and the second main experiment was conducted. The main experiment was conducted for about two months from July 1 to August 30, 2021 and a total of 314 people participated in the experiment and the survey was divided into two groups. For survey data, SPSS.25 was used as an analysis tool. As the result of verification, the corporate image attitude on the social enterprise appeal message type(vs. general enterprise) was higher (m=3.1559, t=3.930, p<.001), but the viewing intention was not significant (t=.381, p>.05). The persuasion effect of message appeal types(social enterprise vs general enterprise) was found to have a significant interaction effect on the degree of involvement in performing arts. Finally, in the verification on the group with high involvement, of the persuasive effects of the message type, the corporate image attitude for a social enterprise was higher than general enterprise(m=3.185(SAM) > m=2.768(GAM), but in the case of viewing intention, even though the general company’s appeal message type was higher a social enterprise (m=3.190(SAM) < m=3.232232 (GAM)) but the difference was insignificant (F=1.948, p>05).

참고자료

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