무용 관람객의 자아이미지 일치성이 재관람 의도에 미치는 영향

초록

The purpose of this study was to examine the relationship between dance audiences' self-image congruity and their revisit intention applying self-image theory which has been widely utilized in a variety of consumer behavior contexts. Data for this study were conveniently collected from audiences attending the 92nd regular performance of Korean National Dance Team from Sept. 19th, 2009 and to Sept. 23rd, 2009. Statistical package of SPSS 13.0 V. and AMOS 6.0 were used for data analysis. Confirmatory factor analysis supported the psychometric properties of each scale used in this study. The results of the structural equation model indicated that (1) dance audiences' actual self-image congruity had a significant impact on their revisit intention and (2) dance audiences' ideal self-image congruity had a significant influence on their revisit intention. More specifically, the impact of ideal self-image congruity on repurchase intention was stronger than did actual self-image congruity. Practical implications of findings were also discussed.

키워드