디지털 환경에서의 공연예술 온라인 플랫폼 가치 분석: CVM 기반 연구

Abstract

In the digital environment, online performing arts platforms constitute significant non-market values, particularly as public goods. This study employs the Contingent Valuation Method (CVM) within the theoretical framework of the Theory of Planned Behavior (TPB) to estimate consumer benefits associated with the public good value of these platforms. Specifically, TPB-based factor analysis is utilized to examine how attitudes, subjective norms, and perceived behavioral control influence individuals' Willingness to Pay (WTP) for supporting online performing arts platforms. Through this integrative approach, the study aims to establish an objective basis for safeguarding public access to cultural experiences while substantiating the necessity of governmental funding and policy support for sustaining these platforms. Empirical findings reveal that the estimated per capita WTP for funding online performing arts platforms amounts to 16,804 KRW. This study makes a significant contribution by estimating the public good value of online performing arts. The results provide empirical support for securing financial resources essential for the sustainability and enhancement of public-sector online performing arts platforms. Additionally, they offer valuable insights for policymakers in designing effective strategies to support and promote the digital performing arts sector.