태권도 상설 공연의 체험경제요소가 재관람 의도에 미치는 영향: 브랜드 자산, 브랜드 태도의 다중직렬매개효과 = The Effect of Experiential Economic Factors of Permanent Taekwondo Performance on Revisit Intention: The Multiple Series Mediation Effects of Brand Equity and Brand Attitude

다국어 초록 (Multilingual Abstract)

Purpose The purpose of this study is to analyze consumer perceptions derived from the experiential economic factors of performances and to establish marketing strategies for the popularization of Taekwondo performances. Ultimately, this research aims to provide practical implications necessary for contributing to the development of the Taekwondo cultural industry.
Method Frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, mediation effect verification, and multiple serial mediation effect verification were conducted using SPSS 25.0 and AMOS 24.0.
Results First, the experiential economic factors had a positive (+) effect on the intention to revisit. Second, brand equity was found to have a positive (+) mediating effect on the relationship between experiential economic factors and the intention to revisit. Third, brand attitude was found to have a positive (+) mediating effect on the relationship between experiential economic factors and the intention to revisit. Fourth, both brand equity and brand attitude were found to have positive (+) multiple serial mediating effects on the relationship between experiential economic factors and the intention to revisit.
Conclusion Through experiential economic factors, audiences of Taekwondo regular performances are expected to continue attending future performances. Enhancing the brand equity of Taekwondo performances will foster positive brand attitudes among audiences. Consequently, Taekwondo regular performances may establish a new paradigm within the performing arts sector and become recognized as a prominent form of leisure activity.