Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Effect of Music and Actor Evaluations on Musical Watching Intention: Comparison between Korea and China

음악과 배우에 대한 평가가 뮤지컬 관람의도에 미치는 영향: 한국과 중국의 비교

  • Wang, Yueqi (Department of Arts and Cultural Management, Graduate School, Hongik University) ;
  • Shin, Hyung-Deok (College of Business Administration, Hongik University)
  • 왕월기 (홍익대학교 대학원 문화예술경영학과) ;
  • 신형덕 (홍익대학교 경영대학)
  • Received : 2020.05.28
  • Accepted : 2020.09.04
  • Published : 2020.09.30
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Abstract

This study investigated the effects of music and actor evaluation on musical watching intention by performing a survey on 187 undergraduate and graduate students in Korea and China. Controlling respondents' gender, major, interests on arts, annual number of musicals attended and musical participation motivation grouped by music and actor, we found three things. First, a high evaluation of music and actor leads to high watching intention. Second, when a person is motivated by music, high evaluation on music increases the watching intention, but this is not the case for the actor. Third, Chinese people do not show any interaction effects of watching motivation between musical evaluation and watching intention. In conclusion, people are found to have a greater musical watching intention when they are motivated by music and evaluate high on music, rather than when they are motivated by the actor and evaluate high on actor. Also, the differential effects of evaluation on the musical do not exist in China, where a different musical participation culture prevails.

본 연구에서는 뮤지컬의 음악과 배우에 대한 평가가 관람의도에 미치는 영향을 분석하기 위해 한국과 중국의 학부생과 대학원생 총 187명을 대상으로 설문조사를 실시하였다. 설문자의 성별, 전공, 예술관심도, 연간 뮤지컬 관람 횟수, 그리고 관람동기(음악 감상, 배우)를 통제한 결과 다음과 같은 결과를 발견했다. 첫째, 음악과 배우에 대한 높은 평가는 관람의도와 정(+)의 관계를 갖는다. 둘째, 음악 평가와 관람의도는 뮤지컬의 관람동기가 음악 감상인 경우 더욱 높아지나 관람동기가 배우 보기인 경우에는 그렇지 않았다. 셋째, 중국 응답자의 경우 뮤지컬 평가와 관람의도와의 관계에서 관람의도는 어떠한 상호작용효과도 일으키지 않았다. 결론적으로 배우를 보기 위해 뮤지컬을 관람하는 사람들보다 음악 감상을 위해 뮤지컬을 관람하는 사람들에게 있어서 뮤지컬 평가가 보다 직접적으로 관람의도를 유발한다는 것을 발견했다. 또한 한국과 상이한 공연 관람문화를 가진 중국에서는 관람동기가 갖는 이러한 차별적 조절효과가 존재하지 않는다는 것을 발견했다.

Keywords

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