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http://dx.doi.org/10.14400/JDC.2021.19.5.383

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

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)
Publication Information
Journal of Digital Convergence / v.19, no.5, 2021 , pp. 383-395 More about this Journal
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.
Keywords
Untact; Fashion and beauty; Performing arts; Experiential Factors; Perceived value; Satisfaction;
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