라이프스타일 세분화에 따른 공연예술 소비자 행동 분석 = (An) analysis of performing arts consumer behavior according to lifestyle segmentation

다국어 초록 (Multilingual Abstract)

Although close investigation and long-continued study are required in examining characteristics of performing arts consumer, it is difficult to grasp exactly their tendency and change due to the absence of research data in Korea.
Up to now, in the study of consumer of performing arts markets, only general investigation of present situation has been done based on demographics variables. In addition, regular approach to the performing arts in the point view of marketing and consumer behavior is still its early stage.
Therefore, this study as a first research into performing arts consumer has characteristics of study to find out facts rather than verification of an existing hypothesis.
The object of this study is to provide foundation for scientific study and find an important matter in the strategy of marketing to understand performing arts consumer and grasp their behavior for public arts organizations and performing arts organizations by analyzing the lifestyle of performing arts consumers, classifying them into clusters with similar tendency, and then understanding the characteristics of consuming behavior of each cluster segmented by lifestyle pattern.
In this study, fifty AIO scale questions and ten questions related to consuming behavior of performing arts products are used for positive analysis. In addition, questions related to vital statistics are also used to investigate the objective conditions of examine.
In questionnaire for positive study, convenience sampling is used, and it is done for adult men and women older than 20 years at public theatres, schools, and companies. Collected data is analyzed using SPSSWIN 10.0, and Factor analysis, Cluster analysis, Frequencies, Cross-tabs, Multiple response, Chi-square test, One-way ANOVA and Chronbach's α are used for the analysis method.
The results of the study can be summarized like as followings ;
First, performing arts consumer can be classified into three groups; type of pursuiting open-hearted fashion, type of pursuiting sociable spare time, type of positive civilized lifestyle.
Second, in consuming behavior of performing arts, needs through watching them can be epitomized into two factors; pursuiting emotional sensitivity and civilized lifestyle. On the other hand, in items considered in deciding performing arts products, characteristics of lifestyle, which can be signified by accessibility, celebratedness, popularity, and reform, are studied. Although there is no considerable difference in seeking needs between lifestyle groups, the three groups show noticeable response in pursuiting emotional sensitivity. As considerable factors, accessibility and celebratedness show meaningful difference in the point of statistics.
Third, in the motivation of watching performing arts, that for leisure and interest are considerable. Although, in general, it seems that discount ticket does not have noticeable effect on motivation of watching performing arts, it promotes watching in case of the type of pursuiting sociable spare time.
Fourth, for the consumer who go to theatre less than one time per year, lack of spare time, high price of ticket, and absence of information of performance make it difficult to access performing arts rather than inconvenience of transportation or lack of diversity of performing arts products.
This study has significance in forming basis of study of performing arts market by application of analysis of lifestyle to the investigation of performing arts consumer although investigation of consumer is limited and method to investigate is based only on variables of vital statistics.
Performing arts marketing must promote the access of consumer (audience) to the performing arts instead of controlling performing arts itself. It cannot be considered success only to raise financial independence of public arts organizations or performing arts organizations, and increase the number of audience.
In the future, strategy using more professional and scientific marketing tool should be established, and concrete and systematic study of performing arts market and consumer in Korea should be continued by developing new analysis method covering topics not dealt with in this study by joint research of public arts organizations or performing arts organizations and academic world.

목차 (Table of Contents)

• 목차 = i
• 표목차 = iv
• 그림목차 = v
• Ⅰ. 서론 = 1
• 1. 문제의 제기 = 1
• 2. 연구의 목적 = 3
• 3. 연구의 방법 = 5
• Ⅱ. 공연예술시장에 대한 이해 = 6
• 1. 공연예술의 일반적 특성 = 6
• 2. 서비스 상품으로서의 공연예술의 특징 = 8
• 3. 공연예술시장에서의 수요와 공급 = 11
• 1) 수요측면에서의 공연예술 = 11
• 2) 공급측면에서의 공연예술 = 15
• Ⅲ. 이론적 배경 = 24
• 1. 시장세분화의 개념 = 24
• 1) 시장세분화의 정의 = 24
• 2) 소비자시장 세분화의 요건 = 25
• 3) 시장세분화의 기준 = 26
• 2. 라이프스타일의 개념 = 28
• 1) 라이프스타일 연구의 유용성 = 30
• 2) 라이프스타일 분석 방법 = 32
• 3) 라이프스타일 유형에 관한 선행연구 고찰 = 37
• Ⅳ. 실증적 분석 = 41
• 1. 연구의 과제 = 41
• 2. 연구의 모형 = 43
• 3. 연구의 방법 = 44
• 1) 표본의 설계 = 44
• 2) 변수의 측정 및 내용 = 46
• 3) 표본의 기본적 특징 = 47
• 4. 연구분석의 결과 = 50
• 1) 라이프스타일 요인분석 = 50
• 2) 군집분석에 따른 라이프스타일 유형화 = 53
• 3) 라이프스타일 유형에 따른 인구통계학적 특성 = 56
• 4) 군집별 선호 공연장르 = 59
• 5) 군집별 공연관람 횟수 = 60
• 6) 군집별 공연예술 소비 행동적 특징 = 61
• 7) 라이프스타일 유형의 종합적 프로파일 = 72
• Ⅴ. 결론 및 시사점 = 75
• 1. 연구 결과의 요약 = 75
• 2. 연구결과에 따른 시사점 = 79
• 3. 연구의 한계점 및 제언 = 81
• ◇ 참고 문헌 ◇ = 83
• 설 문 지 = 89
• ABSTRACT = 97