[논문]비대면 패션·뷰티 공연의 체험요인이 지각된 가치를 매개로 고객만족에 미치는 영향

이지효; 나진억; 김치호

doi:10.14400/jdc.2021.19.5.383

비대면 패션·뷰티 공연의 체험요인이 지각된 가치를 매개로 고객만족에 미치는 영향
The effect of experience factors of untact fashion·beauty performances on customer satisfaction through perceived value 원문보기

디지털융복합연구 = Journal of digital convergence, v.19 no.5, 2021년, pp.383 - 395

이지효 (한양대학교 문화콘텐츠학과) , 나진억 (한양대학교 문화콘텐츠학과) , 김치호 (한양대학교 문화콘텐츠학과)

초록
AI-Helper

본 연구는 Pine과 Gilmore(1998)의 체험경제이론(4E's) 이론을 바탕으로 비대면 패션·뷰티 공연의 체험요인(오락적 체험, 심미적 체험, 일탈적 체험, 교육적 체험)이 지각된 가치를 매개로 고객만족에 미치는 영향에 관하여 분석하였다. 2020년 비대면으로 서울에서 성공적으로 진행된 제15회 '아시아모델페스티벌' 패션·뷰티 공연 관람객을 대상으로 총 230부의 설문지를 배포 및 회수하여 실증분석을 실시하였다. 통계분석 방법으로 SPSS 21.0 통계 프로그램을 사용하였고, 유의수준 p<.05에서 가설검증을 하였다. 연구 결과, 비대면 패션·뷰티 공연의 체험요인이 지각된 가치와 고객만족에 유의미한 영향을 미치는 것으로 나타났다. 또한, 지각된 가치는 고객만족에 긍정적인 영향을 미치는 것으로 나타났고, 매개변수인 지각된 가치는 체험요인이 고객만족에 미치는 영향을 부분 매개하는 것으로 나타났다. 이와 같이 실증분석을 연구함으로써 실무적인 측면의 시사점을 제시하고 실무자 및 관련 연구에 참고할 수 있는 기초자료를 제공하였다. 하지만 향후 연구에서는 이 연구에서 다루지 못한 변수들의 연구를 통해 학문적 발전에 기여해야 할 것이고, 다양한 비대면 공연을 대상으로 한 연구가 지속적으로 이루어져야 할 것이다.

Abstract ▼ AI-Helper

The purpose of this study is based on Pine and Gilmore's (1998) Experiential Economic Theory (4E's). This study mediates the perceived value of the experience factors (entertainment, aesthetic, deviant and educational experience) of Untact fashion and beauty performances. The impact on customer satisfaction was analyzed a total of 230 questionnaires were collected for visitors to the 15th Untact 'Asia Model Festival', which were successfully held in Seoul in 2020. The statistical analysis method used the SPSS 21.0 statistical program. As a result of the study, it was found that the experience factors had a significant effect on perceived value and customer satisfaction. In addition, perceived value was found to have a significant effect on customer satisfaction, and perceived value as a parameter was found to partially mediate the effect of experience factors on customer satisfaction. By studying the empirical analysis in this way, practical implications were presented and basic data that could be used for reference to related research were provided. However, future research should contribute to academic development through research on variables not covered in this research, and research on various untact performances should be continued.

주제어

표/그림 (14)

표 Table 1. Composition of the four major events of Asian Model Festival
표 Table 2. Results of non-face-to-face events at the 2020 Asia Model Festival
표 Table 3. Current status of SNS followers
그림 Fig. 1. Research model
표 Table 4. Operational definitions of variable
표 Table 5. General characteristics of subjects surveyed
표 Table 6. Validation of feasibility and reliability of experience factors
표 Table 7. Validation of perceived value and reliability
표 Table 8. Validation of feasibility and reliability of customer satisfaction
표 Table 9. Technical statistics and correlation verification
표 Table 10. Effects of Non-face-to-face Fashion and Beauty Performance on Perceived Value
표 Table 11. Effects of Non-face-to-face Fashion and Beauty Performance on Customer Satisfaction
표 Table 12. Impact of perceived value on customer satisfaction
표 Table 13. Experience factors of non-face-to-face fashion and beauty performance and the mediating effect of perceived value in the relationship between customer satisfaction

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