음악플랫폼 사용자 유형에 따른 음악공연 선호도 분석: 수도권 대학생을 중심으로

Abstract

The purpose of this study was to investigate the phenomenon in which the paradigm of consumption changes to listening to live performances in the Pop Music Industry representing Korean cultural contents. Targeting University students living in the Seoul metropolitan area who are most actively participating in concerts and music festivals were surveyed according to the characteristics of each music genre. After coding with an implication matrix using Means-End Chain theory and Laddering Techniques, which are mixed research methods mainly used to understand how consumers' ultimate pursuit value is linked to products used in the marketing field, the results were derived as a value hierarchy. Through the results of this study, it is hoped that these findings will provide significant assistant in the music industry such as concerts and music festivals.