무대 영상기술을 활용한 뮤지컬 관람 의도에 관한 연구
A Study about the Intention of Watching Musicals that Used Stage Imaging Technology
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본 연구는 무대 영상기술을 활용한 뮤지컬의 관람 의도를 파악하기 위해 연구되었다. 관객이 지각하는 혜택과 희생 요인을 도출하고 각각의 요인이 지각된 가치를 통해 관람 의도에 어떠한 영향을미치는지 분석하였다. 연구 결과는 다음과 같다. 관객이 지각하는 무대 영상기술을 활용한 뮤지컬의혜택은 현존감, 즐거움, 유용성으로 나타났으며, 희생은 기술 복잡성, 신체적 불편함, 비용으로 나타났다. 지각된 가치에 미치는 영향 관계를 살펴본 결과, 혜택의 현존감, 즐거움, 유용성은 모두 정(+)의영향을 미쳤으며 희생의 비용은 부(-)의 영향을 미치며 관람 의도와의 영향 관계를 확인하였다. 본 연구는 무대 영상기술을 활용한 뮤지컬에 대해 관객이 지각하는 혜택과 희생 요인을 새롭게 도출하여관객을 체계적으로 이해할 수 있는 기반을 마련한데 의의가 있다. 또한 관객의 관람 의도를 구조적인관계에서 분석하여 앞으로 뮤지컬 시장이 나아갈 방향을 제시하였다는 것에 의의가 있다.
Abstract
This study was studied understand the watching intention of the musicals that utilized stage imaging technology. The benefit and sacrificing factors analyzed that the audience perceives how each factor affects the watching intention through the perceived value. The study has investigated the benefit and sacrificing factors that the audience perceives and analyzed how each factor affects the watching intention through the perceived value to understand the watching intention of the musicals that utilized stage imaging technology. The result of the study is as follows. The benefit of the musicals that used the stage imaging technology as audiences perceived appeared to be presence, enjoyment, and usefulness. The sacrificing factors were complexity, physical inconvenience, and costs. After examining the influencing relationship that those factors have to the perceived value, presence, enjoyment, and usefulness as benefits had positive effects, while costs from the sacrificing factor had a negative impact. The complexity of technology and physical inconvenience were confirmed to have no influencing relationships. The study is meaningful in that it establishes the foundation to understand the audience more systematically by newly deducing the benefits and sacrificing factors that audiences perceive towards the musicals that utilized stage imaging technology. Also, by analyzing the watching intention of the audience from a structural perspective, it has presented the direction for the musical market to advance in the future.
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