기업의 내부 문화마케팅이 직원의 문화예술 수용에 미치는 영향 = The Effects of Internal Cultural Marketing on Employees’ Performing Arts Adoption

다국어 초록 (Multilingual Abstract)

The purpose of this research is to examine the effects of internal cultural marketing on employees’ performing arts adoption. In particular, this research focuses on structural relationships among internal cultural marketing, cultural involvement, cultural benefits (psychological benefit and experiential benefit), and performing arts viewing behavior in terms of performing arts adoption process.
Findings of this research show that internal cultural marketing has a positive effect on the cultural involvement. Similarly, internal cultural marketing has a positive effect on either psychological benefit or experiential benefit perception. Also, results suggest that either cultural involvement or psychological benefit perception affects performing arts viewing behavior positively.

다국어 초록 (Multilingual Abstract)

The purpose of this research is to examine the effects of internal cultural marketing on employees’ performing arts adoption. In particular, this research focuses on structural relationships among internal cultural marketing, cultural involvement, cultural benefits (psychological benefit and experiential benefit), and performing arts viewing behavior in terms of performing arts adoption process.
Findings of this research show that internal cultural marketing has a positive effect on the cultural involvement. Similarly, internal cultural marketing has a positive effect on either psychological benefit or experiential benefit perception. Also, results suggest that either cultural involvement or psychological benefit perception affects performing arts viewing behavior positively.

목차 (Table of Contents)

• Abstract
• I. 서론
• II. 이론적 배경 및 연구가설 설정
• III. 연구방법
• IV. 결론
• 참고문헌

참고문헌 (Reference)

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