뮤지컬배우 인지도, 문화소비성향, 지각된 금전비용이 클립영상 만족도와 뮤지컬 관람의도에 미치는 영향

초록

Recently, musical theater companies have been actively using clip videos to promote scenes from musical performances. This study aimed to explore the factors that affect musical clip video satisfaction and analyze the effect of clip video satisfaction on actual performance intention. To this end, the effects of musical actor recognition, cultural consumption orientation, and perceived monetary cost on clip video satisfaction and the effect of this satisfaction on musical performance intention were explored. To verify the hypotheses proposed through theoretical discussion, a survey was conducted among people who have experience using musical clip videos. The results showed that the effects of musical actor recognition, rational planned purchase behavior, ostentatious peripherality, and perceived monetary cost influenced the intention to attend a musical through clip video satisfaction. In addition, we found that quality prioritizing orientation directly affects attendance intention, while trend following orientation has no significant effect.

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