온라인 대중음악 공연 특성이 지각된 가치를 통한 공연효과에 미치는 영향 연구: MZ세대 특성을 중심으로

In today's modern society, interest in culture and arts is increasing day by day, and various forms of performing arts that combine technical aspects are attracting attention from many people. In fact, the size of the culture and arts market has been continuously growing in recent years. The study aimed to empirically explore the impact of the characteristics of VR-based popular music performances on the perceived value of the MZ generation and their effects on performance outcomes. The subjects of the study were MZ generation aged 15 to 29 years old, and were conducted in the form of a questionnaire..The results indicated that the sub-factors of convenience, interactivity, and realism in VR-based popular music performances significantly influenced the perceived value and performance outcomes. Moreover, perceived value was found to mediate the relationship between these factors and performance effects. These findings provide valuable insights into how the characteristics of VR-based popular music performances influence performance outcomes through the perceived value of the MZ generation. This research can serve as a significant indicator for decision-making and strategic planning in the performing arts and entertainment industries. It offers valuable insights for continuously exploring ways to provide more meaningful experiences to audiences through VR technology in popular music performances and contribute to the development and innovation of the performing arts industry.