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초록
In this paper, we analyzed that a performing director can make effective advertising and publicity with any medium during the overall performance planning. We discovered 3 steps which are before viewing(viewing motive), during view(service quality) and after viewing(content quality) which affect purchase decision on viewing performance followed by an adjustment effect according to media type. Through surveying and analyzing the results, we confirmed that viewing motive, service quality, and content quality have significant effect on purchase decision and significant adjustment effect according to media type. Therefore, we expect that a performing director can make an effective advertising and publicity decision with any medium during performance planning.
키워드
- 제목
- 광고 및 홍보를 위한 매체별 유형이 대중예술 공연관람 구매의사 요인에 미치는 영향
- 제목 (타언어)
- Effects of Purchase Intention according to Media Type for Advertising and Publicity in Viewing Performance of Popular Arts
- 저자
- 권혁인; 주희엽; 정순규
- 발행일
- 2012-10
- 저널명
- 한국콘텐츠학회 논문지
- 권
- 12
- 호
- 11
- 페이지
- 133 ~ 144