클래식음악공연 영상서비스의 지속 사용 의도에 영향을 미치는 요인에 관한 연구: 과업-기술 적합성 모델을 활용하여

This study examines major features of video services for classical music performance and the consumers' intention of using such services. To this end, this paper identifies components of classical music concerts and technical components of video services, which form a video service of classical music performance. In order to analyze how these components affect the consumers’ attitude formation and use intention, this paper utilized the Task-Technology Fit model. It also studied upon how the users' experience of using existing video services impacts continuous use intention of video services for classical music performance. The results of our findings show that realism, spatiality, visibility and auditory senses, which are the task factors of a classical music performance, and the system quality, imaging characteristics, convenience, and interaction, which are the technical factors of a video service are the comprising factors. In addition, this study found that while only auditory components of task factors of a classical music performance affect task-technology fit, all technical factors of a video service impact task-technology fit. On the other hand, task-technology fit was found to have a positive impact on the continuous use intention, while other video viewing experiences had no effect on the continuous use intention. Based on these findings, this paper is expected to provide fundamental data of frame schemes to enhance consumer satisfaction, further inducing consumers’ continuous use in the production and the delivery process of contactless classical music performance services in the future.