공연예술상품 장르에 따른 소비자 구매행동 차이 분석: 확장된 계획행동이론 모형을 중심으로

초록

The purpose of this study was to explain purchasing behavior of consumers for environment friendly performing arts product. To do so, this study applied and extended the theory of planned behavior(TPB) and included some additional factors such as prior knowledge, perceived risk, and social distance. Summary of this study is like this. First, attitude and behavioral control affect attendance intention positively, and subjective norm doesn't affect purchasing intention significantly. Second, prior knowledge affect attitude positively but it doesn't affect attendance behavior significantly. Perceived risk affect both attitude and attendance behavior. Third, social distance affects both attitude and subject norm. Overall, there was a difference in influence by genre of performing arts. The results of our study have theoretical implications for future research on consumer behavior in the context of performing arts and cultural events, and offer practical suggestions for improving engagement and interaction among artists, policy makers, and the public.

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