점화 효과와 Pay-It-Forward 프레임이 PWYW 기반 전통예술공연 관람의도 및 지불의사금액에 미치는 영향

초록

This study examines the effects of combining Pay-What-You-Want (PWYW) pricing with a Pay-It-Forward (PIF) frame and self-construal priming on audience participation and willingness to pay (WTP) in the context of traditional performing arts, with a focus on sustainable operation. While prior research on PWYW and PIF has mainly addressed exhibitions or popular cultural contexts, empirical evidence from traditional performing arts, characterized by strong public value and cultural symbolism, remains limited. Drawing on self-construal theory and priming effects, this study employs an online experiment with a 2 (independent vs. interdependent self-construal priming) × 2 (PWYW vs. PWYW+PIF) between-subjects design. The results indicate that under interdependent self-construal priming, the PIF frame significantly increased attendance intention and showed an upward tendency in WTP, whereas under independent self-construal priming, the additional effect of the PIF frame was limited. These findings suggest that consumption of traditional performing arts is shaped not only by individual utility considerations but also by social norms and communal value perceptions, offering academic and practical implications for pricing strategies and audience engagement design aimed at the sustainability of traditional performing arts.

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