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공연예술상품 장르에 따른 소비자 구매행동 차이 분석: 확장된 계획행동이론 모형을 중심으로

Analyzing the Differences of Consumer Purchase Behavior by the Genres of Performing Arts Products: An Extension of the Theory of Planned Behavior Model

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주제분류경영학

초록

본 연구는 공연예술상품에 대한 소비행동을 이해하기 위해 계획된 행동이론(TPB)을 토대로 사전지식, 지각된 위험, 사회적 거리를 추가한 확장된 계획행동이론(ETPB)을 적용하였다. 또한, 각 경로별 공연예술상품 장르에 대한 영향력의 차이를검증하기 위해 다중집단분석을 실시하였다. 연구결과를 살펴보면, 첫째 태도와 지각된 행동통제는 관람의도에 정(+)의 영향을 미치지만, 주관적 규범은 유의미한 영향을 미치지 못하는 것으로 나타났다. 둘째, 사전지식이 태도에는 유의미한 영향을미치지만 관람의도에는 영향을 미치지 않는 것으로 나타났다. 반면 지각된 위험은 태도와 관람의도 모두 부(-)의 영향을 미치는 것을 확인하였다. 셋째, 사회적 거리는 태도와 주관적 규범 모두 유의미한 영향을 미치는 것으로 나타났다. 다음으로 본 연구의 공연예술 장르별(전통공연예술, 서양공연예술, 대중공연예술) 영향력의 차이에 관한 결과를 살펴보면, 첫째, 태도, 주관적 규범 및 지각된 행동통제와 관람의도 간의 영향관계에서는 태도만이 유의미하게 영향력의 차이를 보였는데, 전통공연예술은 다른 장르에 비해 높은 태도가 형성될수록, 관람의도가 높아진 반면, 서양공연예술에 대한 태도는 높지않더라도 관람의도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 사전지식과 태도의 영향관계에서 공연예술 장르별 영향력의 차이가 있는 것으로 나타났다. 셋째, 지각된 위험이 태도와 관람의도 미치는 영향관계에서 공연예술 장르별 영향력의차이에서는 다른 장르에 비해 전통공연예술에 대한 지각된 위험의 수준이 높은 것으로 나타났다. 넷째, 사회적 거리가 태도와주관적 규범의 영향관계에서 공연예술 장르별 영향력의 차이에서는 전통공연예술에 대한 사회적 거리가 높을수록 태도와 주관적 규범에 긍정적인 영향을 보인 반면, 서양공연예술은 유의미한 차이를 나타내지 않는 것을 확인하였다. 마지막으로 연구모형에 대한 관계에서 공연예술 장르별 효과를 살펴보면, 전반적으로 전통공연예술, 대중공연예술 그리고 서양공연예술의 장르별 영향력의 차이가 있는 것으로 나타났다.

Abstract

The purpose of this study was to explain purchasing behavior of consumers for environment friendly performing arts product. To do so, this study applied and extended the theory of planned behavior(TPB) and included some additional factors such as prior knowledge, perceived risk, and social distance. Summary of this study is like this. First, attitude and behavioral control affect attendance intention positively, and subjective norm doesn't affect purchasing intention significantly. Second, prior knowledge affect attitude positively but it doesn't affect attendance behavior significantly. Perceived risk affect both attitude and attendance behavior. Third, social distance affects both attitude and subject norm. Overall, there was a difference in influence by genre of performing arts. The results of our study have theoretical implications for future research on consumer behavior in the context of performing arts and cultural events, and offer practical suggestions for improving engagement and interaction among artists, policy makers, and the public.

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