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http://dx.doi.org/10.5392/JKCA.2020.20.01.060

The Effect of Classic Live Streaming Performance's Service Quality on Viewer Satisfaction and Purchase Intention of On-site Performance  

Kim, Sung-Kyung (중앙대학교 일반대학원 문화예술경영학과)
Limb, Seong-Joon (중앙대학교 경영경제대학 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.20, no.1, 2020 , pp. 60-72 More about this Journal
Abstract
The recent surge in live streaming has also changed the market for classical performing arts. Now more than just recording live performances, content specific to live streaming platforms is being produced, and live streaming is emerging as a new alternative to promoting and enjoying classical performances. Therefore, this study empirically analyzed the effect of service quality factors of the classical live streaming performance on the viewer satisfaction and the purchase intention of the on-site performance over the data collected from 198 viewers. Results suggest that, among the service quality factors of the classic live streaming performance, video content, convenience, and price, except for real-time interaction, affected the viewer satisfaction, and viewer satisfaction in turn affected the purchase intention of the on-site performance. Thus the publicity effect of live streaming for classical performing arts seemed to be proved.
Keywords
Classical Music Concert; Live Streaming Performance; Service Quality; Viewer Satisfaction; Purchase Intention;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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