무용공연의 가치 기반 평가가 관람 의도에 미치는 영향 : 공연 작품 유형의 조절 효과

The purpose of this study was to analyze the valuation of performances and the effect of price value as a factor influencing the intention of viewing dance performances. In addition, the purpose of this study was to analyze how the effects of value-based evaluation and price discount on the intention of viewing may vary depending on the type of performance. The work types were divided into experience materials and exploration materials, and virtual experiments and surveys were conducted. All surveys were conducted online. As a result of the analysis, it was found that the performance value has a positive effect on the intention of viewing, but the price value does not significantly affect the intention of viewing. As a result of verifying the moderating effect of the performance type on the performance value, it was found that the interaction effect between the performance type and the price value was also significant. Therefore, it was found that the moderating effect of the performance type was significant in the process of the performance value affecting the intention to watch the dance performance. While the value of price does not affect the intention of viewing according to the type of work, the value of performance is higher in the case of exploration materials as the value increases. Therefore, it has been found that the moderating effect of the work type appears only by the performance value for the search material.