무용관람객의 자아이미지 일치성, 기능적 일치성, 소비행동간의 관계

Abstract

The purpose of this study was to examine the relationships among image congruity, functional congruity, and dance audiences’ consumption behavior based on the idea that consumers' fundamental wants are either symbolic or functional. Data for this study were conveniently collected from audiences attending the dance performance held in the National Theater of Korea. Statistical package of PASW 15.0 was used for data analysis. Confirmatory factor analysis supported the psychometric properties of each construct used in this study. The results of the structural equation model indicated that (1) dance audiences' self-image congruity had a significant impact on their revisit intention and (2) dance audiences' functional congruity had a significant influence on their revisit intention. (3) dance audiences’ image congruity affected their functional congruity. Practical implications of findings were also discussed.