태권도 공연 관람객의 관객체험가치가 관람만족에 미치는 영향: 액션플로우의 매개효과

Abstract

It is intended to verify the mediating effect of the action flow on the relationship between the audience experience value and viewing satisfaction for visitors who watch Taekwondo performances. Through this, the purpose is to provide basic data for the continuous development of the Taekwondo performing arts business. A total of 417 questionnaires were used for the final analysis using the convenience sampling method among the non-probability sampling methods for the performance visitors at the Taekwondo Center. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, simple regression analysis, multiple regression analysis, and SPSS Press macro were used to verify the mediating effect through the macro model of HAYES. First, it was found that the audience experience value had a (positive +) effect on viewing satisfaction. Second, it was found that the audience experience value had a positive (+) effect on the action flow. Third, it was found that the action flow had a positive (+) effect on viewing satisfaction. Fourth, in terms of the influence on the audience experience value and viewing satisfaction, the action flow was found to have a positive (+) mediating effect. In the performance, if the audience feels the joy and stress from watching the performance, the inner joy, the deviation from daily life, and the education that can be obtained through the performance, the audience will have their own active experience. Through this, it will be possible to contribute to the popularization of taekwondo performances and the performance culture industry by introducing strategies and processes of Taekwondo performance culture and establishing active marketing strategies.