무용공연 환경에 따른 마케팅 믹스가 공연만족 및 행동의도에 미치는 영향

Abstract

ABSTRACT

The impact of the marketing mix is also dance performances on the environment and the satisfaction of watching action

Park seo-Young( 박 서 영) Adviser : Prof. Lim, Ji-Hyeong (임지형) Major in Dance Education Graduate School of Education, Chosun University

This study dance performance marketing mix marketing mix for even spring dance performances enabled to know How does any impact on satisfaction and behavior (performance products, view rates, venues, concert programs) to any factors Dance spectators of the factors to give satisfaction conducted a study to identify How does the re-viewing, helping effect on the behavior of such recommendations. This study was set up as a population with spectators watching dance performances experienced in Gwangju from January 5, 2016 to March 05, 2016. Surveyed are using a convenience sample extraction, a 60 Collate questionnaire study was carried out by individual interviews of self-assessment based legislation targeting a total of 300 people in Gwangju Metropolitan City. In addition, exploratory factor analysis was conducted to analyze the validity of the questionnaire was carried out to test the reliability Reliability of the survey. Demographic characteristics and the marketing mix, viewing satisfaction, frequency analysis to determine the population between the difference of behavior, t-test, were carried members batch analysis of variance, if there is a significant difference in one won batch variance analysis using scheffe the post verification was carried out. It was performed to investigate the correlation of the correlation variable and each, subjected to multiple regression analysis for the hypothesis testing results were as follows. First, the population of the marketing mix, viewing satisfaction, and behavioral intentions based on statistical characteristics were not significantly different in part. Second, the marketing mix appeared to affect the viewing satisfaction. Third, the marketing mix appeared to affect the degree of recommendation of the sub-factors of the behavior of Fig. Fourth, the marketing mix appeared to affect the degree of re-viewing of the sub-factors of the behavior of Fig. Fifth, satisfactory viewing appeared to affect the degree of recommendation of the sub-factors of the behavior of Fig. Sixth, the viewing satisfaction appeared to affect nor re-viewing of the sub-factors of the behavior.