• The Journal of the Korea Contents Association
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• v.19 no.8
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• pp.265-275
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• 2019

The purpose of this study is to validate scale of deteminants for watching Korean traditional music performances to activate the market by procuring and increasing Korean traditional music performance consumers that exhibit generally low preference in the performance market. Accordingly, FGI was conducted on seven employees and professionals in the arts and cultural sector and then open survey results were categorized into eight factors and a total of sixty-five items using the KJ method to find the viewing decision factors per consumer type of Korean traditional music performances. Afterwards, a six-factor and thirty-five items were extracted after conducting an exploratory factor analysis and confirmatory factor analysis was conducted to verify the structural appropriateness, and then the feasibility of the composition of Korean traditional music performance viewing decision factor scale was verified. Results of the analysis showed that first, for general Korean adults making decisions to view Korean traditional music performances, there was positive impact in the order of interest-creating factors, fame and talent factors, emotional and information factors, creativity factors, reasonable price factors, and social relation factors. Second, the general tendency of decision factors to view Korean traditional music performances showed relatively high levels in reasonable price factors and interest-creating factors among the Korean traditional music performance viewing decision factors, while emotional and information factors were found to be relatively low.