Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The effect of experience factors of untact fashion·beauty performances on customer satisfaction through perceived value

비대면 패션·뷰티 공연의 체험요인이 지각된 가치를 매개로 고객만족에 미치는 영향

  • Lee, Jihyo (Department of Culture Contents, Hanyang University) ;
  • Na, Jin-eok (Department of Culture Contents, Hanyang University) ;
  • Kim, Kenneth Chi Ho (Department of Culture Contents, Hanyang University)
  • 이지효 (한양대학교 문화콘텐츠학과) ;
  • 나진억 (한양대학교 문화콘텐츠학과) ;
  • 김치호 (한양대학교 문화콘텐츠학과)
  • Received : 2021.03.18
  • Accepted : 2021.05.20
  • Published : 2021.05.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is based on Pine and Gilmore's (1998) Experiential Economic Theory (4E's). This study mediates the perceived value of the experience factors (entertainment, aesthetic, deviant and educational experience) of Untact fashion and beauty performances. The impact on customer satisfaction was analyzed a total of 230 questionnaires were collected for visitors to the 15th Untact 'Asia Model Festival', which were successfully held in Seoul in 2020. The statistical analysis method used the SPSS 21.0 statistical program. As a result of the study, it was found that the experience factors had a significant effect on perceived value and customer satisfaction. In addition, perceived value was found to have a significant effect on customer satisfaction, and perceived value as a parameter was found to partially mediate the effect of experience factors on customer satisfaction. By studying the empirical analysis in this way, practical implications were presented and basic data that could be used for reference to related research were provided. However, future research should contribute to academic development through research on variables not covered in this research, and research on various untact performances should be continued.

본 연구는 Pine과 Gilmore(1998)의 체험경제이론(4E's) 이론을 바탕으로 비대면 패션·뷰티 공연의 체험요인(오락적 체험, 심미적 체험, 일탈적 체험, 교육적 체험)이 지각된 가치를 매개로 고객만족에 미치는 영향에 관하여 분석하였다. 2020년 비대면으로 서울에서 성공적으로 진행된 제15회 '아시아모델페스티벌' 패션·뷰티 공연 관람객을 대상으로 총 230부의 설문지를 배포 및 회수하여 실증분석을 실시하였다. 통계분석 방법으로 SPSS 21.0 통계 프로그램을 사용하였고, 유의수준 p<.05에서 가설검증을 하였다. 연구 결과, 비대면 패션·뷰티 공연의 체험요인이 지각된 가치와 고객만족에 유의미한 영향을 미치는 것으로 나타났다. 또한, 지각된 가치는 고객만족에 긍정적인 영향을 미치는 것으로 나타났고, 매개변수인 지각된 가치는 체험요인이 고객만족에 미치는 영향을 부분 매개하는 것으로 나타났다. 이와 같이 실증분석을 연구함으로써 실무적인 측면의 시사점을 제시하고 실무자 및 관련 연구에 참고할 수 있는 기초자료를 제공하였다. 하지만 향후 연구에서는 이 연구에서 다루지 못한 변수들의 연구를 통해 학문적 발전에 기여해야 할 것이고, 다양한 비대면 공연을 대상으로 한 연구가 지속적으로 이루어져야 할 것이다.

Keywords

Acknowledgement

This paper was supported by Hanyang University Research Grant in 2021.

References

  1. Getz, D. Festival. (1991). Festival, special events & tourism. New York: Van Nostrand Reinhold.
  2. S. H. Park. (2005). Effects of the Image and Satisfaction on the Rural-Expo to the Intention for Visiting Rural Area, Journal of Rural Tourism 12(2), 73-95
  3. Pine B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
  4. H. J. Song & Y. J. Choi & C. K. Lee. (2011). A Study of Festival Visitors's Loyalty based on Experience Economy -The Case of Boryeong Mud Festival-. International Journal of Tourism Management and Sciences, 25(6), 179-198.
  5. E. J. You & M. Y. Tao & J. H. Yoon. (2020). A study on the effect of experience factors of performance festivals on city brand image and tourist behavioral intention : Focusing on Chinese tourists at Busan One Asia Festival (BOF) . International Journal of Tourism and Hospitality Research 34(12), 5-16.
  6. M. Y. Kwon. (2018). The influence of experience of food festival based on experience economy(4E's) on love mark and behavior intention. Regional industry review, 41(2), 223-244.
  7. M. N. Kim. (2009), The effects of flow experience of festival program participants on satisfaction and revisit intention, Mokpo University, Graduate School Doctoral dissertation.
  8. B. J. Lee & K. I. Chung. (2009). The Impacts of Festival Participants' Satisfaction Level of Hands-on Activities on their Intent of Revisit and Recommendation. Journal of Tourism Sciences, 33(6), 215-236. https://doi.org/10.21719/IJTMS.33.7.12
  9. J. H. Lee, G. H. Jeong & M. J. Lim. (2012). Research Articles : Segmentation of Tourism Festival Visitors by Experience Realms: Focus on Pine and Gilmore's Experience Realms. Journal of Tourism Sciences, 36(2), 81-100.
  10. M. I. Yoo. (1997). A Study on the COVID-19 and Change in Performance Culture, The Treatise on The Plastic Media 23(3), 103-113. https://doi.org/10.35280/KOTPM.2020.23.3.12
  11. Y. S. Choi. (2020.12.18.). '2020 Asia Model Festival in Seoul' successful...Participation votes exceeded 100 million, donaA.com, https://www.donga.com/news/article/all/20201218/104508900/1.
  12. J. H. Lee & C. H. Kim. (2021). A new challenge of beauty - in the era of untact, Seoul : BC books, p119.
  13. G. J. You, Y. M. Park & H. J. Lee. (2015). Study on effect of Regional Image and Trust on festival visitor's satisfaction based on experience economy theory : Focusing on Yangyang_Songi festival. Journal of Tourism and Leisure Research 27(7), 299-317.
  14. J. S. Lee, H. J. Song, & C. K. Lee. (2011). A Study on The Experience, Experiential Value, and Satisfaction of 3D Film Based on The Pine and Gilmore's Experience Economy Theory: The Case of The Film' Avatar'. Journal of Tourism and Leisure Research 23(5), 281-298.
  15. S. H. Jeong & J. S. Kim. (2012). Experience, visit the attitudes, satisfaction, and revisit the relationship between the perceived novelty of the Ansan International street theater festival web site analysis. The e-Business Studies 13(4), 53-75. https://doi.org/10.15719/geba.13.4.201211.53
  16. H. J. Song. (2013). The Effect of 2012 Yeosu Expo Visitors' Experience on Perceived Value and Satisfaction: Focusing on the Theory of Experience Economy. Korean Journal of Hospitality & Tourism 22(6), 159-174.
  17. K. H. Kim & Y. D. Huh. (2015). The Effects of Festival Experience on Pleasure, Satisfaction and Behavioral Intention based on Experience Economy Theory. Journal of Hotel & Resort, 14(1), 103-120.
  18. Hosany & Witham. (2010). Dimensions of Cruisers' Experiences, Satisfaction, and Intention to Recommend. Journal of Travel Research, 49(3), p351-364. https://doi.org/10.1177/0047287509346859
  19. S. K. Park, J. H. Park & T. H. Cha. (2007). Effects of Experience on Enjoyment, Satisfaction, and Revisit Intention : Pine and Gilmores Experience Economy Perspective. Advertising Research, (76), 55-78.
  20. Y. J. Chung. (2017). The effect of local festival's experiential elements on urban brand values and tourist loyalty : focusing on Wando seaweeds expo in 2017, Chung-Ang University, Graduate School Master's Thesis.
  21. J. H. Kim. (2011). A study on the relations among experience factors, satisfaction level and behavioral intention: Focused on willingness to pay more for experience contents, Kyung-Hee University, Graduate School Master's Thesis.
  22. B. Y. Yoon.& P Y. Kim. (2008). Analysis of Exploratory Factors for Perceived Value of Travel Products. Tourism Management Research 12(1), 94-114.
  23. Bieger, T. & Wittmer, A., Laesser, C. (2007). What is Driving the Continued Growth in Demand for Air Travel?: Customer Value of Air Transport, Journal of Transport Management, 13, 31-36.
  24. Woodruff, R. B. & Gardial, S. F. (1997). Customer Value: The Next Source for Competitive Edge, Journal of the Academy of Marketing Science, 25(2), 139-153. https://doi.org/10.1007/BF02894350
  25. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, 52(3), 2-22. https://doi.org/10.2307/1251446
  26. G. W. Kang& J. Y. Ko. (2016). The effect of Customer ethnocentrism on Korean wine evaluation, Perceived value and Satisfaction: Moderating Effect of Wine knowledg. Journal of Foodservice Management Society of Korea, 19(6), 211.
  27. Ettinger, W. H., "Consumer-Perceived Value: The Key to a Successful Business Strategy in the Healthcare Marketplace," Journal of the American Geriatrics Society, 46(1), 111-113. https://doi.org/10.1111/j.1532-5415.1998.tb01024.x
  28. S. M. Yoon & C. K. Lee. (2018). Analysis of the extended Value-Attitude-Behavior(VAB) Hierarchy toward visitors to ancient palace by applying the individual and shared experiences of experience marketing. International Journal of Tourism Management and Sciences, 33(7), 83-100.
  29. H. J. Soo & K. S. Hyun. (2009). The Influence of Customer Value on Customer Satisfaction and Post-purchase Behavioral Intention in Hotel Service. The Korea Service Management Society, 125-141.
  30. P. Kotler. (2003). Marketing Management, 11th ed, New Jersey: Prentice-Hall.
  31. Si Joong Kim, Kyoung Suk Jung. (2008). A Study on Satisfaction and Revisit Intention of Local Festival Visitors -Focused on Visitors' Evaluation of Festival Image Attributes-. Journal of the Economic Geographical Society of Korea, 11(4), 631-646. https://doi.org/10.23841/EGSK.2008.11.4.631
  32. C. Y. Park & C. K. Lee. (2018). The effects of the experience factor of DMZ tour on perceived value and satisfaction using the experience economy theory. Journal of Tourism and Leisure Research 30(7), 57-74. https://doi.org/10.31336/jtlr.2018.07.30.7.57
  33. Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, Mc Graw Hill, New York.
  34. Fornell C. (1992), "A National Customer Satisfaction Barometer: The Swedish Experience", Journal of Marketing, 56(1), 6-21. https://doi.org/10.2307/1252129
  35. R. L. Jeong & Z. H. Ahn. (2004). A Study on the Visitor's Satisfaction Decisive Factors of the Local Festival: In Case of Simchung Festival in Goksung County. Journal of The Korean Association of Regional Geographers 10(3), 642-653.
  36. S. I. Che. (2005). Social Science Research Methodology. Seoul : B&M books, 187.
  37. G. S. Kim. (2011). Structural equation model analysis. Seoul : Han Nare Academy, 154-158..