포스트 팬데믹 시대 K-Pop 온라인 콘서트 시청동기가 시청만족도에 미치는 영향: 중국 시청자를 대상으로

• 영문명: The Effect of Viewing Motives for K-Pop Online Concerts on Viewing Satisfaction in the Post-Pandemic Era: Focusing on Chinese Viewers
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 관림(Lin Guan) 임성준(Seong-Joon Lim)
• 간행물 정보: 『아태비즈니스연구』제15권 제3호, 121~138쪽, 전체 18쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

Purpose - The purpose of this study was to derive the factors of K-Pop online concert viewing motivations in the post-pandemic era and examine the effect of online concert viewing motives on viewing satisfaction. Design/methodology/approach - This study collected data from 450 Chinese audiences who had watched K-Pop online concerts, verified viewing motivation factors through the exploratory factor analysis(EFA), and empirically analyzed the effects of online concert viewing motivation factors on viewing satisfaction using the multiple regression. Findings - First, this study derived six factors of online concert viewing motivations in the post-pandemic era based on previous research and veried them using EFA: convenience, price, digital interactivity, digital technology experience, nonsocial, and content immersion. Second, the results of the multiple regression analysis showed that price, content immersion, nonsocial, digital interactivity, and convenience had a positive effect on viewing satisfaction, while digital technology experience did not have a significant effect on viewing satisfaction. Research implications or Originality - Online concerts, which emerged as an alternative to offline concerts in the pandemic era, have continued to grow and develop even after the end of the pandemic, raising the need for research on online concert viewing motivations in the post-pandemic era. This study suggested that K-Pop online concerts have the potential to grow not only as an alternative to offline concerts but also based on their unique characteristics.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Post-Pandemic Online Concert Offline Concert Viewing Motivation Viewing Satisfaction