earticle

영어

The rapid development of digital technologies has reshaped the cultural and arts industry, particularly by enhancing audience engagement through technology-based self-services (TBSS). This study investigates how consumers’ perceptions of TBSS influence their attitudes toward its usage and aims to provide empirical evidence for optimizing TBSS implementation in cultural performance contexts. We conducted a structured survey with 280 consumers who had used TBSS within the past three months, collecting responses over an 8-day period. Data were analyzed using SPSS 27.0, employing variables from the Technology Acceptance Model (TAM), including Perceived Usefulness (PU) and Perceived Ease of Use (PEOU). The results supported all proposed hypotheses, revealing significant associations among the variables. Notably, Perceived Usefulness exerted a stronger influence on consumer attitudes than Perceived Ease of Use, underscoring the role of functional value in shaping user engagement. These findings suggest that improving the perceived usefulness of TBSS may be more effective in fostering positive attitudes toward cultural and artistic performances. The study offers practical implications for system developers and cultural institutions seeking to enhance audience interaction through optimized TBSS implementation.