무대 영상기술을 활용한 뮤지컬 관람 의도에 관한 연구

초록

This study was studied understand the watching intention of the musicals that utilized stage imaging technology. The benefit and sacrificing factors analyzed that the audience perceives how each factor affects the watching intention through the perceived value. The study has investigated the benefit and sacrificing factors that the audience perceives and analyzed how each factor affects the watching intention through the perceived value to understand the watching intention of the musicals that utilized stage imaging technology. The result of the study is as follows. The benefit of the musicals that used the stage imaging technology as audiences perceived appeared to be presence, enjoyment, and usefulness. The sacrificing factors were complexity, physical inconvenience, and costs. After examining the influencing relationship that those factors have to the perceived value, presence, enjoyment, and usefulness as benefits had positive effects, while costs from the sacrificing factor had a negative impact. The complexity of technology and physical inconvenience were confirmed to have no influencing relationships. The study is meaningful in that it establishes the foundation to understand the audience more systematically by newly deducing the benefits and sacrificing factors that audiences perceive towards the musicals that utilized stage imaging technology. Also, by analyzing the watching intention of the audience from a structural perspective, it has presented the direction for the musical market to advance in the future.

키워드