Art marketing in the metaverse world: Evidence from South Korea
This study aims to describe the structural relationship between audience attitude and behavioral intention based on an audience’s experience value of a performance on a metaverse platform and their intention to accept this platform. A questionnaire was administered to the study sample audience who w...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2023-12-01
|
| Series: | Cogent Social Sciences |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2023.2175429 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850115783537983488 |
|---|---|
| author | Seol Hwang GeunWoo Koo |
| author_facet | Seol Hwang GeunWoo Koo |
| author_sort | Seol Hwang |
| collection | DOAJ |
| description | This study aims to describe the structural relationship between audience attitude and behavioral intention based on an audience’s experience value of a performance on a metaverse platform and their intention to accept this platform. A questionnaire was administered to the study sample audience who watched the performance on a metaverse platform at least once; we included 323 valid questionnaires in our final analysis. For the analysis, a structural equation model was performed to identify the above-mentioned relationship. Overall, the study findings demonstrate that aesthetic, which is the value of performing performances on a metaverse platform, had a major influence on performance viewing, and escapism significantly affected the use of a metaverse platform. Conversely, the educational experience of the audience did not appear significantly in the performance using the metaverse platform. Therefore, this study will be helpful in understanding how to utilize space and experience marketing functions in relation to metaverse performance and how to communicate in the future. |
| format | Article |
| id | doaj-art-b97da4f4c2d74bf688f0120f51fcc291 |
| institution | OA Journals |
| issn | 2331-1886 |
| language | English |
| publishDate | 2023-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj-art-b97da4f4c2d74bf688f0120f51fcc2912025-08-20T02:36:30ZengTaylor & Francis GroupCogent Social Sciences2331-18862023-12-019110.1080/23311886.2023.2175429Art marketing in the metaverse world: Evidence from South KoreaSeol Hwang0GeunWoo Koo1Humanities Research Institute, Chung-Ang University, Seoul, Republic of KoreaSchool of Performing Arts, Seoul Institute of the Arts, Ansan, Republic of KoreaThis study aims to describe the structural relationship between audience attitude and behavioral intention based on an audience’s experience value of a performance on a metaverse platform and their intention to accept this platform. A questionnaire was administered to the study sample audience who watched the performance on a metaverse platform at least once; we included 323 valid questionnaires in our final analysis. For the analysis, a structural equation model was performed to identify the above-mentioned relationship. Overall, the study findings demonstrate that aesthetic, which is the value of performing performances on a metaverse platform, had a major influence on performance viewing, and escapism significantly affected the use of a metaverse platform. Conversely, the educational experience of the audience did not appear significantly in the performance using the metaverse platform. Therefore, this study will be helpful in understanding how to utilize space and experience marketing functions in relation to metaverse performance and how to communicate in the future.https://www.tandfonline.com/doi/10.1080/23311886.2023.2175429performing artsmetaverseperformance experiencetechnology acceptance modelperformance satisfactionloyalty |
| spellingShingle | Seol Hwang GeunWoo Koo Art marketing in the metaverse world: Evidence from South Korea Cogent Social Sciences performing arts metaverse performance experience technology acceptance model performance satisfaction loyalty |
| title | Art marketing in the metaverse world: Evidence from South Korea |
| title_full | Art marketing in the metaverse world: Evidence from South Korea |
| title_fullStr | Art marketing in the metaverse world: Evidence from South Korea |
| title_full_unstemmed | Art marketing in the metaverse world: Evidence from South Korea |
| title_short | Art marketing in the metaverse world: Evidence from South Korea |
| title_sort | art marketing in the metaverse world evidence from south korea |
| topic | performing arts metaverse performance experience technology acceptance model performance satisfaction loyalty |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2023.2175429 |
| work_keys_str_mv | AT seolhwang artmarketinginthemetaverseworldevidencefromsouthkorea AT geunwookoo artmarketinginthemetaverseworldevidencefromsouthkorea |