전통공연예술 관람의사결정 과정에서 문화예술 관여도의 영향력

초록

The primary purpose of this study was to test the effects of culture and arts involvement on the decision making process of Korean traditional performing arts participation. More specifically, the objective of the present study was to investigate the structural relationships among cutline and arts involvement, subjective knowledge, value perception, and perceived severity in generating the behavioral intentions for the participation. The structural model was developed and later tested by adopting the partial Least Square (PLS) procedure on data collected from a survey that yielded 665 usable questionnaires. The empirical results showed that culture and arts involvement was positively related to subjective knowledge, value perception, and perceived severity. Subjective knowledge was significantly associated with value perception and perceived severity. In addition, Subjective knowledge, value perception, and perceived severity was significantly associated with behavioral intentions. Overall, it was found that culture and arts involvement was a significant predictor of behavioral intentions within the context of Korean traditional performing arts. Theoretical and practical contributors were also discussed.

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