Abstract ▼ AI-Helper

This study aims to identify factors affecting the cultural attendance of the MZ generation, who are leading the recovery of the cultural market after COVID-19. Based on cultural capital theory and related research, a research model including cultural, economic, social, and environmental capital as p...

This study aims to identify factors affecting the cultural attendance of the MZ generation, who are leading the recovery of the cultural market after COVID-19. Based on cultural capital theory and related research, a research model including cultural, economic, social, and environmental capital as predictive variables was presented, and the 2021 Social Survey data was used for analysis. The model fit test was conducted considering the characteristics of the dependent variable with a high frequency of 0, and Zero Inflated Negative Binomial model was adopted for analysis. It was found that the possibility of cultural attendance increased with higher education, more book reading, and more regular newspaper reading. In addition, those who have higher income, participate in economic activities, and live in the metropolitan area were more likely to attend cultural performances. It was found that the narrower the social network composed of family and relatives and the wider the social network of non family, the bigger the possibility of cultural viewing. The frequency of cultural attendance increased significantly for those who read more books, participate in economic activities, with wider social network of family and relatives, and live in the metropolitan area. This study provides information for theoretical development and suggests implications for activating cultural consumption of the MZ generation.