온라인 공연 서비스의 특성이 관람 만족도에 미치는 영향: 관객 유형별 중심으로

With the expansion of online services and the advancement of digital technologies driven by COVID-19, the use of online performing arts services has been rapidly increasing both domestically and internationally. Representative examples include the UK's National Theatre's NT Live, Cirque du Soleil's Cirque Connect, Korea's National Theater's The Closest National Theater, and the Seoul Arts Center's Digital Stage. In particular, public cultural and arts institutions have actively adopted and expanded online performance platforms and services. This study aims to identify the key characteristics of online performance services and examine how these factors influence audience satisfaction. As a result of the analysis, nine distinct service attributes were derived content, performance, actor, production environment, convenience, economic value, technical quality, visual production elements, interactivity and additional services. Among these, five factors, performance, convenience, technological quality, visual production elements, interactivity and additional services were found to have a statistically significant impact on audience satisfaction. The findings of this study may serve as foundational data for public cultural and arts institutions in formulating and implementing business strategies, such as enhancing audience satisfaction, diversifying performance formats, and developing new audiences through the introduction and expansion of online performance service platforms alongside traditional on-site performances.