Title Page
Contents
ABSTRACT 9
CHAPTER 1. INTRODUCTION 10
1.1. Research background 10
1.2. Research purpose 12
1.3. Research conceptual framework 13
1.4. Organization of the dissertation 13
CHAPTER 2. TREANDS & PHENOMENON 14
2.1. Korean performing arts market trends 14
2.2. Phenomenon in Korean culture 17
CHAPTER 3. LITERATURE REVIEWS & THEORETICAL BACKGROUND 19
3.1. Performing arts studies 20
3.1.1. Performing arts 20
3.1.2. Early stage performing arts studies 22
3.1.3. Marketing boom of performing arts studies 24
3.1.4. Quality and demand for service in performing arts studies 28
3.2. Service quality studies 29
3.2.1. Characteristics of services 29
3.2.2. Service quality 30
3.2.3. Service quality to repurchase intention 32
3.2.4. Service quality studies in performing arts markets 35
3.3. Cultural experience studies 38
3.3.1. Cultural influence for customer relationship marketing 38
3.3.2. Cultural experience 41
3.4. Theoretical background 46
3.4.1. The study of consumer behavior 46
3.4.2. The adoption process & decision making process 47
3.4.3. Emotional vs. Rational information process 49
3.4.4. Prospect theory 50
3.5. Research model and hypotheses 51
3.5.1. Research model 51
3.5.2. Research hypotheses 52
CHAPTER 4. DATA COLLECTION & ANALYSIS 56
4.1. Measurement development 58
4.2. Administration of survey 61
4.2.1. The sample and data collection 61
4.2.2. Basic descriptive statistics of data collection 63
4.3. Data analysis 65
4.3.1. Construct validity 65
4.3.2. Measurement model 69
CHAPTER 5. STATISTICAL RESULTS 74
5.1. Path model and hypotheses results 74
Structural equation analysis 75
Maximum Likelihood Estimates 75
5.2. Multi-group analysis 78
Moderating effect-Multi group analysis 78
CHAPTER 6. CONCLUSION 82
Limitation and future research 85
REFERENCES 86
Appendix 91
APPENDIX A - Survey form 91
APPENDIX B - Face to face in-depth interviews Guide Line 92
APPENDIX C - E-mailing interviews Guide Line 93
APPENDIX D - Respondents of In-depth interviews 94
APPENDIX E - Countries of Survey Respondents 95
APPENDIX F - Best example of E-mail interview's Response 96
APPENDIX G - Snapshots of Data Collection 99
국문초록 100
Table 1. Literature linking SQ, SV, SAT and BI 34
Table 2. Differences in two way marketing approaches 39
Table 3. The experience of arts and culture impacts over time 43
Table 4. Constructs and Operational definition 59
Table 5. Measurement items 60
Table 6. Descriptive statistics of respondents 64
Table 7. Exploratory factor analysis 69
Table 8. Measurement model fit summary 71
Table 9. Measurement model - Convergent Validity 72
Table 10. Results of Discriminant Validity Analysis 73
Table 11. Results of Hypotheses 76
Table 12. Multiple groups measurement models 78
Table 13. Never seen group - Path model results 79
Table 14. Ever seen group - Path model results 79
Table 15. Critical Ratios for differences between Parameters 79
Table 16. Results of Moderating effect 80
Figure 1. Conceptual Framework 13
Figure 2. The comparison of Cultural consumptions 14
Figure 3. The size of ticket market of Korean performing arts 15
Figure 4. International activities of the performing arts organizations 16
Figure 5. Classification of the Arts 20
Figure 6. Relationship marketing in the arts by Radbourne (1999) 40
Figure 7. Impact pattern of a cultural event 44
Figure 8. Circumflex of impacts and enablers of the impact of art 45
Figure 9. Major disciplines and concepts in the study of consumer behavior 46
Figure 10. Adoption process of consumer behavior 47
Figure 11. A Model of consumer behavior 49
Figure 12. Research model 51
Figure 13. Methodology flow-chart 57
Figure 14. Measurement model-Confirmatory factor analysis 70
Figure 15. Research path model with standardized parameter estimates 74
Figure 16. the significant pathways and coefficients 77
Figure 17. Emotionally oriented decision making process 84
Figure 18. Rationally oriented decision making process 84
Image 1. Korean wave-PSY Gangnam style 18
Image 2. Edinburgh Festival Fringe 61
Image 3. Norian Maro 'Leodo' 62
Image 4. Haddangse 'Brush' 63