온라인 오페라 공연에서 가상현실 기술의 적용에 관한 연구

This study originated from an exploration of how VR technology can innovate the audience experience, particularly in traditional art forms such as opera, with its application in the performing arts. The purpose of this study is to investigate the impact of perceived value on audience satisfaction and intention to reattend in VR-based opera music performances and to analyze the moderating effect of involvement. The objective is to identify key factors that can enhance satisfaction and reattendance intention in VR opera performances and to determine how involvement affects the relationship between these variables. The research method involved a survey of audience members who attended VR opera performances, and the data were analyzed using structural equation modeling and moderated regression analysis. The results indicated that the sub-factors of perceived value in AI opera performances-functional value, emotional value, cognitive value, and social value-significantly influenced performance satisfaction, and that performance satisfaction had a positive impact on the intention to reattend. It was found that performance satisfaction mediated the relationship between perceived value and reattendance intention. Furthermore, involvement was shown to moderate the relationship between performance satisfaction and reattendance intention, with highly involved audience members demonstrating a stronger tendency for satisfaction to lead to reattendance intention. This study suggests that VR opera performance planners need to offer customized experiences that consider both technical perfection and emotional responses and that targeting consumers with high involvement is crucial for strategic approaches. The findings of this study can contribute to the development of the VR-based performing arts industry and enhance audience experiences.