舞踊公演 選擇動機 類型에 따른 滿足度 硏究

Abstract

Lately, dance performance market becomes not promoted as much as performing arts market. In this circumstance, it is important to seek any possible way to promote dance performance market. The purpose of this study is to identify types of consumer's actual choice-motive in dance performance - as the most fundamental factor to solve this problem - , analyzes possible correlation between the types of choice-motive. and finally analyzes regression between the types of choice-motive and performance satisfaction. This study focuses on analyzing how much performance satisfaction varies depending upon types of consumers' choice-motive in dance performance. The types of choice-motive in dance performance, which is a key in this study, were categorized into service 7P mixes, i.e. product, price, place, promotion, people, physical evidence and process through previous studies and preliminary investigations. A questionnaire form was formulated and used for the empirical analysis of this study. Total 410 questionnaire sheets were distributed to high school and college students who ever viewed dance performance once or more over last one year, and then valid 296 questionnaire sheets except unanswered or incomplete sheets were used as input data for analysis. The results of analysis can be summed up as follows: First, in view of consumers' categorical choice-motive in dance performance, it was found that product, promotion and people out of all 7 categories worked as critical choice-motive types, and particularly, product was the most significant choice-motive type. It implies that consumers value performance quality, dancers' skills, plot structure and more in selecting dance performance. Second, most of the correlation between the types of choice-motive is significant statistically in the 0.05 significance level. Third, as the result of regression between the types of choice-motive and performance satisfaction, it was found that product had significant effects on performance satisfaction. also place, promotion and physical evidence. Fourth, as additional analysis, it was found price types had significant effect place, promotion, and physical evidence. and process types was found place, promotion, people, and physical evidence significantly.