This study analyzes the impact of content quality and pursuit benefits, which are external variables, on perceived ease and perceived usefulness by utilizing the extended technology acceptance model (ETAM), and identifies the structural influence relationship leading to attachment and continuous use intention. Providing basic data for securing potential customer inflow and forming a virtuous cycle structure in the dance culture ecosystem by identifying factors related to the expansion of the dance culture base through information technology, the enjoyment of dance knowledge information, and the usefulness and ease of dance contents recognized by information recipients It has an ultimate purpose.
In order to achieve the purpose of this study, from January to April 2023, dance majors and related people who have experience in watching dance media contents in Gwangju, Jeonnam, and Jeonbuk regions were selected as a population, and a total of 450 people were selected for the study, and a self-evaluation writing method (The survey was conducted through self-administration), and 420 valid samples were used. In addition, frequency analysis was conducted to find out demographic characteristics, and exploratory factor analysis (Varimax), confirmatory factor analysis, and reliability test (Cronbach's a) were conducted to analyze the validity and reliability of the questionnaire composition. In order to find out the difference between demographic characteristics, content quality, and pursuit benefit, t-test and one-way ANOVA were conducted, and post-test using scheffe was conducted when there was a significant difference, and correlation analysis (correlation analysis), multiple regression analysis, and structural equation model (SEM) analysis were conducted to obtain the following results.
First, there were partially significant differences in content quality, pursuit benefit, perceived usefulness, perceived ease, content attachment, and continuation intention according to the demographic characteristics of dance media content viewers. Second, it was found that the quality of dance media content affects perceived usefulness and perceived ease. Third, it was found that the benefit of seeking dance media content affects perceived usefulness and perceived ease. Fourth, it was found that perceived usefulness and perceived ease affect content attachment. Fifth, content attachment was found to have an effect on continuation intention.
In the model for the final research hypothesis, adoption was selected from perceived usefulness and perceived ease, which are sub-factors of content quality, perceived usefulness, and perceived ease, and perceived usefulness and perceived ease, which are sub-factors of benefit seeking and technology acceptance models, were selected. Adoption, perceived usefulness, and perceived ease were found in content attachment, and adoption in content attachment and continuous use intention, resulting in a suitable research model.
Therefore, it was confirmed that content quality and pursuit benefit are important external variables in continuously accepting dance media content information, and perceived usefulness and perceived ease have a structural relationship that affects the positive attitude and continued behavior of content information consumers. Confirmed.