유명무용수의 평판에 따른 인식 신뢰가 관람태도에 미치는 영향

Abstract

The purpose of this study is to suggest the method of revitalizing dance performances by highlighting the importance of dancers' star marketing strategy and mentioning the importance of revitalizing dance perform ances and discovering famous dancers. In order to achieve the purpose of this study, visitors were selected from the group who had experience of performing dance performances in G area, and the sampling framework was selected from 250 subjects. The ques tionnaire used self-administration method and convenience sampling method. A total of 230 people except 20 unsatisfactory responses were used in the final study. The effective sample of 230 copies is SPSS win Ver. Using the programs of 22.0 and AMOS 22.0, the model's goodness of fit and individual hypotheses are verified through frequency analysis, confirmatory factor analysis, correlation analysis, and structural equation model (SEM). The results were derived. Specific research results are as follows. First, the reputation of famous dancers has a positive effect on recognition. Second, awareness has a positive effect on trust. Third, per ception was found to have a positive effect on viewing attitude. Fourth, trust had a positive effect on viewing attitude