The purpose of this study is to classify the types of modern dance performance consumers’ motivations, and examine the characteristics of the types. This study aims to develop a possibility to attract more consumers, and contribute to activating the... The purpose of this study is to classify the types of modern dance performance consumers’ motivations, and examine the characteristics of the types. This study aims to develop a possibility to attract more consumers, and contribute to activating the Korean modern dance performance market by clarifying and paying particular attention to the consumers’ motivations. To this end, the study questions are established as follows. First, what are the consumer types of modern dance performances? Second, what are the characteristics of the classified consumer types? Third, what are similarities and differences between the classified consumer types? To address the purpose of this study, Q methodology was used. This study finally selected 35 statements, which was considered to be representative, as the Q sample except those with a duplicated meaning among a total of 200 Q populations from 100 college students whose major was modern dance. P sample was those who were not modern art majors and visited modern dance performances more than three times. For data processing, a major factor analysis was conducted by PC-QUANL Program, and Varimax was used for rotation. The results obtained from this process are summarized as follows. First, there are 5 consumer types of modern dance performances. Type 1(n=1) of : leisure consumption, Type 2(n=2): performance art enjoyment, Type 3(n=3): interpersonal relationship-focused, Type 4(n=4): scarcity value learning, Type 5(n=5): modern art mania. Second, the characteristics of each type was identified by factor weight analysis to find out the consumer motivations by type. Type 1(leisure consumption) puts an emphasis on emotional healing, and is very positive about performances that are famous through word-of-mouth and are in collaboration with entertainers. However, they are thought to need a little more time and environment to access in order to understand and accept modern dance art itself. Type 2(art performance enjoyment) has a lot of interests in other performance arts as well, and accepts and enjoys individual performance arts, rather than prefer and enjoy modern dance performances only. On the other hands, they are negative about the collaboration stage made by not professional dancers but entertainers, or about the intentional motivations for increasing their special experience and cultural level, and for having a special event for a boy/girl friend. Type 3(interpersonal relationship-focused) often visits modern art performances at others’ recommendation or for interpersonal relationship, rather than have an interest in modern art performances. Although modern dance is not the art genre preferred by them and the club activity is not found, it is likely to be developed into Type 1 “leisure consumption type” if they have more opportunities to approach modern dance with their acquaintances and reduce the emotional burden of a difficulty in understanding the art. Type 4(scarcity value learning) considers modern dance performances more advanced and higher-level art than other art genres, and they rather put a value on scarcity that most people hardly access, and pride themselves on prior learning to understand the art while enjoying their cultural life different form others. On the other hands, they do not watch many performances even by buying season tickets, but they accept both solo and group dance performances and try to understand the choreographer or director’s intention, rather than only focus on the communication with the audience. They rather consider the collaboration with entertainers negative because they think it is a kind of promotion. Type 5(modern dance mania) watches performances extremely more often than other types, and has an interest in the process where the choreographer’s intention leads to dancers’ movements, dancers’ movements, props on the stage and light usage methods, not just watching modern dance performances. Those who think that modern dance is a high-level art are negative about watching a modern dance performance with specific purposes such as increasing their cultural level having a special date with their boy or girlfriend, or just because it is related to their major. It needs to continue to study the modern art performance market and subjectivity of the customers as well as academic background and economic capability of the audience in order to identify the modern dance performance market, one of cultural industries and analyze consumer motivations to watch modern art performances. If interest areas, preferred works and demographic data are additionally analyzed besides the types classified by the results of this study, it will be a realistic indicator for the way to activate modern dance performances. ，韩语论文，韩语论文题目 |
