소셜미디어의 특성과 무용공연 관람의도의 관계

초록

This study aims to empirically investigate the relationship between social media service characteristics, information trust, information engagement, and viewing intentions of dance performance promotional videos. For this purpose, an online survey was conducted on 308 viewers who watched the promotional video for the “Giselle” performance of the Korean National Ballet. By applying frequencies, correlations and structural equation model analyses, and a bootstrapping method, the collected data was assessed to draw the following conclusions. First, characteristics of social media partially affected information trust and engagement, and the intention to watch the performance. In addition, information trust and engagement in turn influenced the intention to watch the performance. Second, the study further found that information trust and engagement play a mediating role in the relationship between the characteristics of social media and viewing intentions. The study results are expected to play positive roles as rudimentary data in suggesting the direction of planning social media marketing in the future for domestic dance and performing arts institutions.

키워드