무용공연의 사회공헌활동에 따른 만족, 태도가 재관람의도에 미치는 영향

Abstract

The purpose of this study is to analyze the relationship between dance performances, which is a part of social contribution activities of local governments, and local residents' satisfaction, attitude, and intention to re - visit. In order to accomplish these research objectives, a group of people who have had the experience of watching the works selected for the local competition during the dance performances in March and October, 2017 were selected as the population and 420 respondents were asked to answer the questionnaire . The survey method used the self - evaluation period method which is the individual interview survey, and the survey was sampled by using the convenience sampling method. A total of 394 questionnaires were used in the empirical study, except for some missing answers and 26 unreliable responses. The data of the selected questionnaires were SPSS Ver. 22.0 and AMOS 22.0 statistical package program. Statistical techniques used in this study are frequency analysis, independent sample T-test, one-way ANOVA, exploratory factor analysis, reliability analysis (Cronbach's alpha), confirmatory factor analysis, correlation analysis, multiple regression analysis, and structural equation model (SEM). First, social contribution activities of dance performances affected satisfaction. Second, social contribution activities of dance performances partially affected attitude. Third, dance performances satisfaction and attitude influenced re - viewing intention. Fourth, social contribution activities of dance performances influenced re - viewing intention. These results show that dance performance activities, which are part of the social contribution activities of local governments, have a positive effect on the satisfaction and attitude of local residents, and it is proved to be an important mediating variable for re - viewing. And that it contributed indirectly to the study of social contribution activities.