코로나 상황에서 비대면 문화예술 서비스에 대한 소비자 인식 분석 연구: 노원문화재단 서비스에 대한 지역민의 인식을 중심으로

Abstract

The purpose of this study is to analyze consumer perception of non- face-to-face cultural and art-based services during the COVID-19 pandemic and suggest policy implications. This study examined the barriers to transition, relationship between awareness of COVID-19 and intention of transition, and moderating effect of cultural and art-related intentions of enjoyment in these relationships. To this end, 400 samples were collected by conducting a questionnaire-based survey on the residents of Nowon-gu, Seoul and the research hypothesis was verified using the data. First, it was found that the relational cost of the barrier to conversion was the most important factor in lowering the intention of conversion, and the intention of conversion of the financial and procedural cost of conversion, and recognition of the COVID-19 problem and constraint did not lower the intention of conversion. Second, it was found that intention of cultural and artistic enjoyment has a moderating effect in relation to relational cost of conversion, recognition of the COVID-19 problem, awareness of involvement and intention of conversion. This study is meaningful in that it is necessary to consider the factors that impact the intention of cultural and artistic enjoyment that explain the context of the study when the barrier to transition and the theory of public context are to predict the intention to adopt a cultural and art-based non-face-to-face service. In addition, this study provides various implications for strategies to increase the efficiency of non-face-to-face services.