한국 온라인 창작뮤지컬 선택속성이 관람의도에 미치는 영향 연구: 지각된 가치 및 소비자 혁신성의 매개효과, 전환비용의 조절효과를 중심으로

Online original musicals in Korea are gaining significant influence in the cultural industry and are being recognized as a new creative form in the entertainment sector. This study focuses on understanding the factors necessary for the growth and development of Korea's online original musical industry and verifies the key factors influencing the intention to watch. The research findings reveal that the selection attributes of online original musical performances significantly influence consumer innovativeness, perceived value, and intention to watch in Korea. Moreover, consumer innovativeness and perceived value were found to mediate the effect of selection attributes of online original musical performances on the intention to watch, while switching costs were found to have a significant moderating effect on the influence of consumer innovativeness and perceived value on the intention to watch. Therefore, it is crucial to formulate and implement strategies for the continuous growth and development of Korea's online original musical industry by considering these factors. Particularly, enhancing the quality of performances and providing diverse content that aligns with consumer preferences and values are essential to attract audience interest and encourage participation. Additionally, effective utilization of online platforms to improve consumer viewing experiences and convenience is also a critical strategy.