Q 방법론을 적용한 문화예술상품 소비자 유형에 관한 연구
Consumer Types in the Performing Arts Industry by Q Methodology
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초록
문화예술시장은 그 규모가 해마다 증가하고 있다. 공연예술시장의 상품과 소비자는 일반적인 산업분야와 다른 특징을 가지고 있어 해당 산업의 마케터들은 다양한 공연관람객의 유형과 특성을 깊이 있게 이해할 필요가 있다. 본 연구에서는 공연예술시장의 실무자들과 전문가들을 대상으로 심층면접을 진행하고, Q 방법론을 이용하여 클래식음악공연 관람객을 중심으로 요인분석 등을 실시하여 유형을 파악하고 각각의 특성을 알아보았다. 또한 유형별 라이프스타일과 여가활용 스타일 관련, 문화적 측면에서 그 특성의 차이를 밝히려고 하였다. 연구 결과, 도출된 네 가지의 유형은 대중적 개방형, 자아가치 충만형, 유희추구 문화선도형, 보수적 몰입형 등으로 파악되었다. 따라서 공연예술상품의 매출 증대와 관객 개발을 위해서는 추가적인 고객 세분화과정이 필요하며, 이를 통하여 실무자들은 공연상품의 개발 전 단계에 걸쳐 각각의 세분시장 고객의 욕구에 맞는 공연을 기획하고 홍보 전략을 세우는 노력이 필요하다.
Abstract
This study examines consumer types and its characterization in the arts using Q methodology developed by Stephenson(1935). Q methodology has been identified as a great tool for exploring subjectivity especially in the field of communications, journalism, nursing, marketing, and arts & culture due to its strengths in both qualitative and quantitative research. After interviewing groups of marketers and academics with performing arts background, Q statements were selected for the sorting. The process was initially investigated through conducting in-depth interviews with individuals who were interested in attending a classical music performance in general. Consequently, the rank-ordered scores gathered from individually sorting the items (statements) were entered into a computerized program. Statistical techniques, such as, a by-person factor analysis and correlation coefficient were also used to analyse the data. The purpose of this study is first, to increase more comprehensive knowledge of heavy and light attenders' opinions and feelings toward a live symphony performance and other classical music concerts. Second, this study aims to explore consumer types based on their own perspectives using Q technique. The results suggest the following consumer types : Open-minded Crowd, Inner-directed Self-sufficient, Fun-loving Opinion Leaders, and the Immersed. Based on the results of study, the performing arts industry can benefit from managers and administrators grasping an idea of their consumers as different groups with each distinctive characterization that are beyond understanding of average marketers.
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