무용공연 이벤트가 만족도 및 행동의도에 미치는 영향 = The Effect of Events on Satisfaction and Behavioral Intention of Dance Performance

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the effect of events on satisfaction and behavioral intention of dance performance. Performing event factors were defined as facilities, planning, operation, and communication. Consequences were defined as audience`s satisfaction and behavioral intention(word of mouth, revisit intention). To analyze the data collected for this study, the SPSS/PC+ 14.0 version program was used, Statistical methods utilized for testing the hypotheses were factor analysis, Cronbach`s α, descriptive statistics, and regression analysis. The result of this study are as follows; First, planning, operation, and communication of performing events had significantly positive effect on audience`s satisfaction. Second, audience`s satisfaction had significantly positive effect on word of mouth. Third, audience`s satisfaction had significantly positive effect on revisit intention.

참고문헌 (Reference)

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