공연예술 디지털관람에서 직접관람으로 전환하는 영향요인 분석

Abstract

This thesis is aimed to identify what the impact factors are that drive digital viewers to want to switch from digital viewing to direct viewing and how that differs between classical music and popular music by monitoring the increasing digital performance viewing phenomenon. A multi-group analysis between genres was conducted based on the Push-Pull-Mooring(PPM) framework: Push factors that push from digital to On-site consisted of Low Satisfaction and Low Enjoyment; Pull factors that attract On-site from digital consisted of Alternative Attractiveness and Subjective Norms; the Mooring factor, which is a personal and social influence, is composed of the Need for Variety and Prior Switching Experience. Firstly, the result of the study shows that the Pull factor and the Mooring factor showed a significant influence on the intention to switch the viewing method from digital to On-site with differences depending on genres. It was confirmed that classical music had Alternative Attractiveness and Prior Switching Experience whereas popular music had Alternative Attractiveness, Subjective Norms, and Need for Variety as impact factors that influenced the switching intention between on-offline. Secondly, the moderating effect of the Mooring factor in the switching process also showed differences between genres. With the popular music group, the Need for Variety and Prior Switching Experience were found to strengthen the relationship between the Pull factor and the switching intention, therefore confirming that these were important factors influencing the switching of viewing methods. The results derived from this study are anticipated to be used as basic research data for establishing the direction of development of the performing arts industry as the switching relationship between digital and On-site is presented based on a new theoretical framework.