대면 콘텐츠 소비에 미치는 영향 요인

Abstract

With the development of communication technology and communication devices, it has become an era in which people can easily enjoy artistic performances and sports events through smart phones, TVs, and PCs. Nevertheless, consumers continue to visit concert halls or sports venues directly due to the major limitation of not experiencing a sense of presence. Therefore, exploring the factors that influence on-site content consumption is an important task for the arts and sports industry. In this study, various factors affecting the direct viewing of performances and sports, which are on-site contents, were analyzed. We investigated how demographic variables, social conformity, congruence, viewing immersion, and media use affect on-site consumption through a survey of the general public. As a result of the study, it was found that demographic variables, social conformity, congruence, viewing immersion, and media use and effect variables had a significant effect on performance and sports consumption. In particular, the high frequency of media use through on-site content found to have significant impact on consumption. The results of this study suggest that it can provide effective directions for advertising and public relations to promote consumption of art performances and sports, which are on-site content.