K-pop 온라인공연 마케팅믹스 요인이 몰입도, 만족도 및 VOD 구매의도에 미치는 영향

Online performances can be an effective means of securing and maintaining fandom because there is no space limitation, and in some cases, they can be a good complement of offline performances. During the COVID-19 period, development of online performances have provided a foundation for the entire market of performing arts to grow despite of the pandemic. As success cases of online performances increased, the number of studies on online performances increased. However, there are limited number of studies that analyzed which factors were relatively important. Many online perform ances, including K-pop concerts, generate secondary revenue through Video on Demand (VOD) services. Given this, it is considered necessary to initiate further discussions regarding revisit and VOD purchase intention. Online performances differ from offline performances in terms of audience experience and immediacy, suggesting that the factors considered important by spectators may differ. Therefore, this study analyzed influence of the marketing mix 7Ps of K-pop online performances on audience immersion, satisfaction, intention to re-attend, and intention to purchase VOD. It was found that performance, price, promotion, and physical evidence among the marketing mix factors significantly influenced commitment, and process in addition to these four factors influenced satisfaction. Among them, physical evidence had the largest effect on commitment, while promotion had the largest effect on satisfaction. Furthermore, commitment was found to have a positive impact on intention to purchase VOD as well as satisfaction. The results of the analysis will provide a valuable basis for future related researches. Additionally, information regarding the magnitude of relative influence of marketing mix factors on online performances will be valuable information for providers and marketers involved in K-pop performances.