‘라이브 스트리밍(live streaming)’ 무용공연의 서비스품질이 시청만족과 현장공연 구매의도에 미치는 영향

Abstract

The purpose of this study is to investigate the effect of service quality of “live streaming” dance performances on viewing satisfaction and on-site performance purchase intentions. The subject of this study was from May 25 to August 24, 2020, among those who watched live streaming performances for about 3 months, using a Google form questionnaire, and 270 people using the purposive sampling method. For data analysis, t-test, one-way variance analysis, and multiple regression analysis were performed using the SPSS 25.0 program, and the results are as follows. First, there were some meaningful differences in streaming dance performance service quality, viewing satisfaction, and on-site purchase intention according to personal characteristics only in gender, age, and residential area. Second, among the sub-variables of the service quality of live streaming dance performances, 'convenience', 'real-time and interactivity' and 'dance information and technology' were found to have a significant effect on viewers’ satisfaction. Third, among the sub-variants of the service quality of live streaming dance performances, it was found that 'convenience’, 'real-time and interactivity' and 'dance information and technology' had a significant effect on the intention to purchase on-site performances. Fourth, it was found that the satisfaction of viewing live streaming dance performances had a significant effect on the intention to purchase on-site performances. In order to secure a paid audience, high-quality live streaming dance performances are urgently needed, and if new untact dance performances are carefully prepared by combining state-of-the-art technologies that transcend time and space, it is expected that there will be a direct impact not only on the purchase intention of streaming dance performances, but also on the intention to purchase on-site performances.