뮤지컬 공연 관객의 사회관계망서비스를 이용한 공연정보 추구가치 분석

초록

In this article, the value structure of the musical audiences who seek relevant information using social network services(SNS) is studied. SNS is a new, swift and reliable information search media compare to conventional ones such as TV advertisement, newspapers, and others. With advent of smartphone services and technologies, the SNS becomes a major intelligent information search media. Meanwhile, it turns out that majority of musical audiences are women in their 20s and 30s who are accustomed to SNS. Actually, they acquired musical information mainly from SNS. In order to identify such audiences' behavior and their desire value in the SNS based musical information search, the Means-end chain(MEC) theory was applied. In addition, the MEC theory was used not only to elicit main attributes of the SNS for musical information search, but also to its supporting connection relation among attributes, functional benefits, psychological benefits and values. For this, in-depth interview based soft laddering method was used. Research results show that “Fun and Joy” and “Economic Satisfaction” are the most two desire values among many desire values. In addition, it turned out that <Hash tag search – Review search – Atmosphere estimation/Expectation increase – Fun/Joy> be the most important connection relation. Our analysis results will play an important role in many aspects of musical performance provision process including planning, producing, distribution, marketing, advertisement and so on.

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