소셜 네트워크 서비스의 콘텐츠 호감도가 티켓구매의도에 미치는 영향 무용콘텐츠 중심으로

Abstract

The objective of this study is to explore the effect of SNS contents on consumers’ ticket purchaseintention. The attributes of SNS contents is defined as interactivity, play, social reality and multi-mediaattribute. Mediator variables are defined as attraction, continuance intention use and ticket purchaseintention. This research also seeks to explore if attraction of contents has a mediating effect oninvolvement in dance. The data from this research was analysed using SPSS 18.0 and AMOS 18.0. As aresult, the continued appreciation of the content of all the variables and SNS property use intent the intentof the ticket purchase will have a positive impact, SNS contents depends on the attitude of consumers,content direction can be changed using all four properties to the SNS arts groups as well as the productionof a wide variety of dance-related content so that they can make, rather than individuals. In addition, it isimportant to take into account consumers’ awareness and assessment of dance in order to elicit ticketpurchase intention in consumers. Also, it was found that attraction of dance contents has a greater effecton the attraction of contents for the high involvement group compared to the low involvement group. Toconvert those with low involvement into the high involvement group, SNS content should seek to createpositive impression of dance through interactive content and trust. There is also a need to provideinformative content to satisfy the needs of those in the high involvement group. In conclusion, thefindings of this research showed that for more effective marketing of dance contents, there should becontinual personal communication and informative content on SNS platforms.