Abstract
One of the reasons behind the recent stagnation of growth in the Korean musicals market is its abnormal structure of the thin consumer class and no widening extension. It is thus critical to figure out what the audience expects from musicals and what elements make them feel satisfied and purchase musical tickets again in order to develop a new group of consumers. This study set out to figure out factors to influence musical purchase and satisfaction after watching between the Korean and Chinese audience and analyze connections between the influential factors of audience satisfaction and intention for revisit, the effects of the purchase factors on perceived value and satisfaction, and their relations with intention for revisit.
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