디지털 매개 연극 특성 요인이 관객 관람 의도에 미치는 영향 = The Impact of The Characteristics of Digitally Mediated Theater on Audience Viewing Intention

다국어 초록 (Multilingual Abstract)

The advancement of digital technology has brought innovative changes to traditional theatre. In particular, Digitally Mediated Theatre (DMT), which actively integrates digital technologies into stage elements, theatrical expression, directing styles, and the audience’s viewing experience, has emerged as a notable new form of performance. This study aims to identify the key characteristics of DMT and analyze their influence on audience viewing intention, as well as further investigate whether this influence varies according to audience traits such as prior experience with digitally mediated theatre and personal innovativeness.
An online survey was conducted with 375 participants familiar with DMT, and SPSS 30.0 was used to perform exploratory factor analysis, reliability testing, correlation analysis, and multiple regression analysis. The analysis revealed four key characteristics of DMT - space and time expansion, storytelling extension, actor’s body extension, and presence. Among these, presence, space and time expansion, and storytelling extension had significant positive effects on viewing intention, whereas actor’s body extension did not show a statistically significant effect. Furthermore, the influence of these characteristics on viewing intention differed according to participants’ prior DMT experience and level of personal innovativeness.
This study provides empirical evidence on the characteristics of DMT and their effects on audience viewing intention, as well as variations by audience traits. The findings are expected to serve as a valuable foundation for the planning, production, and presentation of DMT performances, offering practical insights for enhancing audience engagement, intention, and overall satisfaction.