계획행동이론을 적용한 공연예술 소비자의 예약부도 가능성 영향요인 연구 : 예약부도의 부정적 효과 인식의 조절효과를 중심으로

Abstract

The negative impact of no-show (hereinafter referred to as no-show) in performing arts is emerging as social problems such as reduced profitability on the side of businesses and reduced opportunities to use services on the side of consumers. In performing arts, the impact of reservation bankruptcy is significant. Therefore, so far, there have been fewer studies on reservation default. However, most of them are aimed at hospital or tourist consumers, and it is difficult to find a reservation department in the performing arts field. As a result, the researcher paid attention to consumers of performing arts, unlike previous research on reservations. This study examined the impact factors on the possibility of reservation department of performing arts consumers who applied the theory of planned behavior to 300 consumers who have experienced reservation department among consumers who have watched performing arts more than once. The purpose of the study is to predict consumers