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영어

The purpose of this study is the trial of theoretically systemizing the factor of selecting dance performances and behavioral structure after observing dance performances. The spectators at a dance performance hall in Seoul were selected as the object of the research and sampling was operated. In specific, the sample frame was set to the dance performance halls in Seoul and 6 performance halls were selected among performance halls that had schedules of performances planned for more than 500 seats from November of 2009 to June of 2010. A convenience sampling method, which is a non-probability sampling method, which is used in the chosen performance halls so that the number of 60 spectators are sampled at each performance, which adds up to be 360 samples. 327 samples were used among the 360 surveys. A coding process was operated after retrieving the surveys and also operated a reliability analysis, descriptive analysis, correlation analysis, confirmatory factor analysis through the inputted data using SPSS WIN ver. 14.0 and AMOS 16.0 program, and Structural Equation Modeling (SEM) through path analysis. First, for the relationship between individual value and performance selection factor of the audience, the sensation seeking tendency statistically affected the subordinate factor, which was promotion. These results imply that the sensation seeking tendency has a close relationship to the promotional activities and advertisement of performances. Second, in the relationship between individual values with performance selection factors, prior knowledge influenced the subordinate factors, such as, product, promotion, physical evidence, which was shown statistically. These results show that as the audience is well prepared with prior knowledge of the performance it has great relationship with the selection factors, such as, product, promotion, physical evidence. Furthermore, for supporting prior information about performances, the effort needed to be made on product promotion, advertisement and convenience facilities. Third, for the relationship between performance selection factors and the satisfaction of the audience, product, promotion and physical evidence showed a statistical relevance. These types of results imply that more focus should be done on product contents and quality that matter the behavior and skill of performers along with fluent flow of story, which all refers to the product, and advertising, publicizing, selling and sales promotion, which all refer to promotion.Fourth, there was a statistical relevance in between performance satisfaction and intention of observance for the audience. These results show the degree of behavior of the audience after satisfaction on the performance. Fifth, a statistical relevance existed in between the performance observance satisfaction and intention of watching the performance again. These results meant that satisfied audience will have the tendency to watch the same performance again.