기대불일치 패러다임에서 연극 관객의 기대 - 성과 불일치가 만족에 미치는 영향에 관한 연구

초록

This study presents an investigation into the effects of expectationperformance disconfirmation on the satisfaction of the play audience. We described prior literature review and we examined various researches to provide understanding of relationships with expectation and performance disconfirmation on satisfaction among the play audience. To verify hypotheses, data were collected through online survey, and the data were tested by reliability, validity, correlation, structural equation modeling analysis. Both expectation and performance had significant influences on satisfaction through disconfirmation recognition, and work performance had direct impacts on satisfaction. The present study claims academic significance by applying and checking a business administration theory for the expectations of the play audience and the practical performance of the contemporary play market.

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