관객성향 분석을 통한 대구지역 무용공연 관객개발 연구

Abstract

This study was designed to subdivide the market and to find audiences for dance performances through the use of parameters regarding values and lifestyle. A total of 539 people participated in this survey, which were conducted among adults of the age 18 to 60, who are living in Daegu. These results were analyzed by a statistics package, SPSS Version 12.0. The survey has a total of 70 questions, containing 18 questions about reasons for change in values, 39 questions about lifestyles, and 5 questions about culture sociology. Cronbach’s alpha, which is a measure of survey’s internal consistency, was between 0.917 and 0.944, confirming the reliability of the survey. Through factoring analysis, three reasons for change in value, and four reasons for flexibility in lifestyle were obtained. Also, based on their responses, the participants of the survey were divided into four different groups using K-means cluster. Using these groups as independent variables, regression analyses were done using values and lifestyle as dependent variables. The results of the reasons affecting value differed among the groups. The group that pursued artistic qualities showed higher response in self-satisfaction, and the group that pursued economic gains worked to achieve self-fulfillment. The results from both groups led to statistical significance. Also, people who seek practicality showed response of the two previous groups combined. Lastly, the population that considered appearance important added statistical significance to seeking harmony of the society. The analysis showed that the reasons for change in lifestyle were different among the four groups. The group that pursued artistic qualities showed high correlation towards self-satisfaction, economical group towards self-fulfillment, practicality group towards both self-fulfillment and self-satisfaction, and appearance group towards harmony of the society. The results of this study solidify the previous studies that value and lifestyle affects consumer’s purchases. To apply the findings from this study to plan marketing strategies of dance performances, extensive research about important factors are needed to subdivide the market for targeting different groups of audiences. Given the fact that this survey was taken only in Daegu, and differences among regions exist, this result may be hard to generalize. Therefore, for a follow-up of this study, the participants of the survey should be from all over the country, and the results found in the new study should verify the results of this study.