콘서트 觀覽티켓 購買意思決定要因과 觀覽客의 라이프스타일 分析硏究 = An Analysis Study on Concert Ticket Buying Decision making and Lifestyle of the Audience

다국어 초록 (Multilingual Abstract)

In this study, I have tried to find out the interrelation of the behavioral characters among audiences listening to the concert focusing on their life styles in Busan area. First, I have tried to find out purchasing decision the concert tickets and facts of the purchasing decision according to the groups after analyzing the life styles of the audiences and then I have tried to research strategies of the culture marketing intended for the selected audiences. Moreover, I have compared the viewing characteristics of the concert of the audiences in the Busan area with those of the another areas after analyzing the concerts having been held at the concert halls around Busan in 2000.
In the study, I have collected 217 data. The results of the analysis of the characteristics of the audiences' purchasing behavior and their different life styles were the conservative and cautious group and progressive and culture-oriented group. 38 percent of the respondents stood about 2 or 3 times per year, weekends were preferred according to the analysis of the respondents by days. Among respondents, some went to the concerts because of their love of music and others couldn't go the concert because of lack of time as a whole. They had various standards for their visiting the concert such as improvement of their knowledge in music, the list of the music being played and their preference. They gathered the information about the concert by the pamphlet and poster. They had nothing to do with the performers whether they were natives or foreigners. Vocal music and orchestra stood in their favorite music for about half of the concerts. Most of the respondents went to the concerts with their friends and they had considerably great in the concert. The result of the analysis were the conservative-cautious group and progressive and culture-oriented group according to their various life styles and the latter group was high in number. According to the result of analysis about the characteristics of the facts of the purchase decision, the case of 'no interest' and 'little interest' were high for the conservative-cautious group and the case of 'average' and 'high' were relatively high for the progressive and culture-oriented group. In the case of the frequency, 'almost never visit' for the conservative-cautious group and 'twice a month' for the progressive and culture-oriented group were most. In the case of visiting days, 'Monday and Wednesday' for the conservative-cautious group and 'Tuesday and Friday' for the progressive and culture-oriented group were most and 'Sunday' for the two group stood the almost equality. In the case of the reasons visiting the concert, 'vitality for life' and 'recommendation by friend' for the conservative-cautious group and 'having invitation ticket' and 'loving music' for the progressive and culture-oriented group stood high in number. In the case of not going concert, 'having no experience' for the conservative-cautious group and 'having no preference' and 'absence of the various program' for the progressive and culture-oriented group stood relatively high. In the case of companion, 'alone or with family' for the conservative-cautious group and 'with friend' or 'with friend' or 'with a sweetheart' for the progressive and culture-oriented group stood high. In the case of the standard of choice, the conservative-cautious group highly depended on 'popularity' and the progressive and culture-oriented group 'a musical program' and 'preference'. In the case of the route of the gathering information, 'friend' and ' pamphlet' for the conservative-cautious group and 'poster' for the progressive and culture-oriented group mainly. In the case of the kinds of the concerts, 'piano and instrumental music' for the conservative-cautious group and 'vocal music and orchestra' for the progressive and culture-oriented group stood high. In the case of performer-preference, 'foreigner' for the conservative-cautious group stood high but the progressive and culture-oriented group made no difference between foreigner and native. In the case of the preferred music, the conservative-cautious group had no interest in the kinds of the concerts but the progressive and culture-oriented group preferred both pure music and popular music relatively. According to the groups, in the case of the establishment of the concert hall and the incidental facilities, the progressive and culture-oriented group had relatively a great interest, in the case of the characteristics of population statistics, the progressive and culture-oriented group showed 'male' high and 'female' for the conservative-cautious group stood a little high in the distribution map of sex. In the case of the standard of education, the conservative-cautious group showed relatively low and the progressive and culture-oriented group high. In the case of the vocation, 'office worker' and 'homemaker' for the conservative-cautious group and 'student' and 'professional musician' for the progressive and culture-oriented group, according to the residential types 'a Korean-style house' for the conservative-cautious group and 'an apartment and a Western-style house for the progressive and culture-oriented group.
Lastly, by the result of the analysis of the 426 concerts having been held in 2000 according to the contents, months, days and places, vocal music(chorus) and instrumental music(chamber music, trio, woodwind) stood high in number, October and May, Tuesday, Thursday and Friday, Busan Culture Center Main Hall, Busan Culture, Center Medium Hall and Garam Art Hall stood high in good order.
In conclusion, on the basis of the actual proof of the study we can contrive activation of culture marketing by gathering the contents of the concerts according to the groups and by gathering differentiated positioning. Moreover, after making adequate marketing plans for the both groups and carrying out them, we can make form trust among a concert planner, concert performers and concert audiences, and through their partnership we can contrive activation of culture marketing. This will not only cause the public to be the base for the culture of the public performance but also solidify the footing of cultural industry through the extension of the cultural market for the public performance. As a result, cultural industry for the public performance will be enriched by the inflow with the high-leveled human resources into the market.

목차 (Table of Contents)

• 목차
• Abstract = 5
• I. 서론 = 1
• 1. 연구의 의의와 목적 = 1
• 2. 연구의 방법 = 2
• 3. 연구 대상 및 범위 = 4
• II. 이론적 배경 = 5
• 1. 음악청중의 개념 = 5
• 2. 음악청중의 시대 구분론적 이해 = 6
• 2.1 르네상스 = 6
• 2.2 바로크 = 7
• 2.3 고전주의 = 8
• 2.4 낭만주의 = 10
• 2.5 20세기 = 12
• 3. 부산음악문화 = 14
• 4. 관객의 라이프스타일 = 18
• 4.1 라이프스타일의 개념 = 18
• 4.2 라이프스타일 분석방법 = 20
• III. 우리나라 공연예술산업 현황과 부산지역 콘서트 특징분석 = 23
• 1. 우리나라 공연예술산업의 현황 = 23
• 2. 부산지역 콘서트의 특징분석 = 26
• IV. 실증적 연구 = 34
• 1. 자료 수집방법 및 설문지 구성 = 34
• 1.1 자료의 수집방법 = 34
• 1.2. 설문지 구성 = 35
• 2. 자료의 분석방법 = 36
• V. 실증연구 결과 및 해석 = 38
• 1. 자료의 특성 분석 = 38
• 2. 변수의 타당성 및 신뢰성 검증 = 41
• 2.1. 신뢰성 검증 = 41
• 2.2. 타당성 검증 = 42
• 1) 연주홀 및 부대시설 요인분석 = 43
• 2) 구매행동 특성 = 45
• 3) 라이프스타일 요인분석 = 46
• 3. 콘서트 구매결정요인 분석 = 48
• 4. 연구변수의 특성 및 군집추출 = 52
• 4.1 연구변수의 특성 = 52
• 4.2 군집추출 특성 = 53
• 4.3 군집별 관람행동, 인구통계적 특성 분석 = 54
• VI. 결론 = 61
• 1. 연구의 요약 = 61
• 2. 연구의 시사점 = 64
• <참고문헌> = 66
• 부록 <설문지> = 69