소비가치가 공연이벤트의 선호도와 상품속성에 미치는 영향연구

The purpose of this study was to verify the effect relationship between the consumption value, performing event preferences, and performing event product attributes of university students. Main analysis results showed that performing event consumption value reflected individuality value, social value, epistemic value, emotional value, and functional value, and performing event product attributes reflected core product attributes, actual product attributes, augmented product attributes, and core/actual product attributes. Hypothesis testing results showed that, first, individuality value had a negative effect on classic preferences but social value had a positive effect. Social value had a negative effect on musical preferences but functional value had a positive effect. Epistemic value, emotional value, and functional value had positive effects on play preferences but identity value and social value had negative effects, and while individuality value and emotional value had a positive effect on popular music preferences, social value had a negative effect. Second, after verifying effects between consumption value and performing event product attributes, it was found that while individuality value and emotional value had a positive effect on performing event core product attributes, social value and functional value had a negative effect. Social value had a positive effect on augmented product attributes and individuality value had a negative effect on actual product attributes and core actual product attributes. Emotional value had a positive effect on actual product attributes and core actual product attributes and functional value had a positive effect on core actual product attributes. The results of this study will aid university students in their audience development if used as baseline data when establishing performing event marketing strategies and product planning.