유료 온라인 뮤지컬 소비자의 관람 행동 연구 - 확장된 계획적 행동이론을 바탕으로

Abstract

This research aimed to investigate the viewing behavior of paying online musical consumers based on the Extended Theory of Planned Behavior. To achieve this, we initially analyzed the impact of the variables comprising the Theory of Planned Behavior model, including attitude toward attendance, subjective norms, and perceived behavioral control, on the intention to attend. Subsequently, we examined the influence of the selection attributes of paid online musicals (visual factor, interactive factor, price factor, promotional marketing factor) on viewers' attitudes toward attendance. Results revealed that among the variables constituting the Theory of Planned Behavior model, attitude toward attendance and perceived behavioral control had an impact on the intention to attend. Furthermore, among the selection attributes of paid online musicals, it was found that both the visual factor and the price factor influenced the attitude towards attendance. Lastly, the visual factor and price factor of paid online musicals influenced the intention to attend mediated by the attitude toward attendance. This research provides insights into the consumer behavior patterns related to the monetization of online performances, offering implications for the development of paid audiences for online musicals.