공연예술산업에서 이머시브 연극 관객의 다중감각단서가 (체험차원과 감정상태에 따라) 몰입과 재관람의도에 미치는 영향—SOR 모델을 중심으로

초록

This study explores immersive theatre presented in New Performing Arts Spaces in China's performing arts market. Using the Stimulus-Organism-Response model, it examines how audiences' multisensory cues influence immersion and revisit intention through experiential attributes and emotional state. To investigate the moderating effect of gender, a multi-group analysis was conducted on the relationship between experiential attributes and emotional state. The results identify key factors that enhance immersion and lead to a higher intention to revisit. This study offers a fresh perspective on audience behavior in immersive theatre and contributes to the limited body of quantitative studies in this field. It also provides practical insights into production quality and supports the strategic planning and optimization of New Performing Arts Spaces. In addition, the analysis of marketing strategies in immersive theatre offers useful implications for audience engagement and content design.

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