뮤지컬 관람객의 관람동기 및 소비가치가 관람요구도에 미치는 영향: 중국 뮤지컬 시장을 중심으로

초록

[Purpose]Therefore, in order to take a new step away from the recession situation in Chinese musical market, it is necessary to make an empirical study on the influence of audience motivation and consumption value on audience requirement with focusing on the moderating effect of audience type, Through the analysis data to confirm the relationship between each of them. [Methodology]This study set up the hypothesis and research model based on the previous research, and the questionnaire was drawn out by each factors. The data obtained were analyzed by reliability and validity analysis using SPSS 23.0 and the hypothesis was verified through structural equation analysis by using AMOS 23.0. [Findings]First, relaxation motivation and curiosity satisfaction motivation did not affect the consumption value of audiences. Second, artistic education motivation and social motivation have a positive effect on audience consumption value. Third, consumption value has a positive effect on audience requirement. Fourth, the audience type has a moderating effect on the consumption value depending on the audience requirement. [Implications]This study suggests professional implications and practical implications for the activation of Chinese musical industry.

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