The Journal of the Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회논문지)

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Study on the Influence of SNS Utilization on the Future Behavior Intention of Performance Arts Consumers by Preferred Performance Arts Genre

선호하는 공연예술 장르별로 SNS 활용이 공연예술소비자의 향후 행동의도에 미치는 영향에 관한 연구

  • 구은자 (청운대학교 공연기획경영학과) ;
  • 안성식 (경희사이버대학교 외식조리경영학과)
  • Received : 2017.08.29
  • Accepted : 2017.12.08
  • Published : 2017.12.31
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Abstract

The objective of this study is to identify the influence of utilization of SNS among consumers who watch performance art on their behavioral intention in the future when there has been an increasing usage of SNS among consumers along with an increasing importance of SNS in the field of performance art and also the influence of SNS characteristics on behavioral intention of performance art consumers in the future according to their preferred genres. According to the results of empirical analysis in this study, usefulness, pleasure, and social influence, as SNS characteristics, turned out to positively influence on behavioral intention in the future. According to the result of analysis in difference of influence on behavioral intention in the future depending on preferred performance art genre, usefulness, pleasure, and availability in order among SNS characteristics turned out to influence on behavioral intention in the future in pop-music/entertainment concert. In addition, only usefulness turned out to influence on behavioral intention in the musical. Usefulness and availability in order turned out to influence on behavioral intention in the act. Lastly, only usefulness turned out to influence on behavioral intention in the music/ballet. According to aforementioned results of the study, it implies that SNS characteristics of performance art audiences are influencing on behavioral intention in the future. In addition, since there is a difference in behavioral intention in the future among art consumers in each genre, it is required to differentiate utilization and strategies of SNS in each genre.

본 연구는 소비자들의 SNS이용이 확대되고 공연예술분야에서 역시 SNS의 중요성이 점차 증가하는 상황에서 공연예술을 관람하는 소비자들의 SNS활용이 향후 행동의도에 미치는 영향관계와 선호하는 장르별에 따라 SNS특징이 공연예술소비자들의 향후 행동의도에 미치는 영향력이 어떠한지 살펴보고자 하였다. 본 연구의 실증분석 결과, SNS특성인 유용성, 즐거움, 사회적 영향이란 특성이 향후 행동의도에 긍정적인 영향을 미치는 것으로 나타났으며, 선호하는 공연예술장르에 따라 향후 행동의도에 미치는 영향력의 차이를 살펴본 결과 대중가요/연예콘서트의 경우 SNS특성 중에서 유용성, 즐거움, 용이성 순으로 향후 행동의도에 영향을 미치는 것으로 나타났고, 뮤지컬의 경우 유용성만이 영향을 미치는 것으로 나타났고, 연극의 경우에는 유용성, 용이성 순으로, 무용/발레의 경우 유용성만이 향후 행동의도에 영향을 미치는 것으로 나타났다. 이러한 연구결과 장르별로 공연예술관람객들의 SNS특성은 향후 행동의도에 영향을 미치고 있으며 또한, 장르별 예술소비자들의 향후행동의도에 차이가 있기 때문에 장르에 따라 SNS활용과 전략을 차별화 해야함을 시사한다.

Keywords

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