경희대학교 BK21

논문명

문화이벤트 참여태도에 따른 문화이벤트 만족도 및 충성도: 관여도 조절효과를 중심으로 

저자(참여연구원명)

김은진, 윤유식 

게재지명

한국과학예술포럼 

핵심어

Cultural Event (문화이벤트), Attitude (참여태도), Satisfaction (만족도), Loyalty (충성도), Involvement(관여도)  

초록

The purpose of this study was to examine attitude of cultural events that affect participation satisfaction and loyalty of cultural events. Although cultural events are increasingly important with its positive impact on event participants, the existing literature on cultural event is sparse. This study, thus, investigates moderating effects of cultural events’ involvement in a relationship between attitude of cultural event and participations' satisfaction and loyalty to understand the thoughts and attitude of participants. The survey was undertaken of participants to cultural events in Seoul, resulting in 513 valid responses. Through statistical analyses of factor analysis, multiple regression and hierarchical regression, four different factors of cultural event attitude were identified and those factors affect participation satisfaction and loyalty of cultural events. The results of this study provided support that there were moderated effects of cultural event involvement in the relationships between cultural event attitude and satisfaction and loyalty. More theoretical and practical implication were discussed in the conclusion.