The Effects of SNS Characteristics on the Ticket Purchase Intention of Performing Arts Consumers: Focusing on the Technology Acceptance Model
Authors:   Korea Association Of Cultural Economics, Jung Sang-Hyun , Lee Hwa-Hyung 
Published: September 2023

This study proposes a research model that investigates that influential relationship of the major variables set when searching for performing arts, including the characteristics of SNS, perceived usefulness, perceived ease of use, and ticket purchase intention. The subjects were performing arts consumers with experiences of purchasing a performing arts ticket via SNS. A total of 261 questionnaires were collected with the online survey platform Google Docs. The empirical analysis results were tested at the significance level of α=.05, and statistical treatments were analyzed with the SPSS 28.0 and AMOS 28.0 programs. The empirical analysis results led to the following findings:
First, the study empirically analyzed the impact of SNS characteristics on searching for performance arts included interaction, playfulness, relationship, and reality on perceived usefulness, and found that interaction, playfulness, and relationship had significant positive (+) effects on perceived usefulness, and reality did not have any effect on it. Second, the study also empirically analyzed the effects of SNS characteristics on searching performing arts including interaction, playfulness, relationship, and reality on perceived ease of use, and found that interaction and playfulness had positive (+) effects on it with relationship and reality having no effects on it. Third, the study empirically analyzed the effects of perceived ease of use on perceived usefulness in performing arts consumers and found that the former had positive (+) effects on the latter. Fourth, the study empirically analyzed the effects of perceived usefulness on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention. Finally, the study empirically analyzed the effects of perceived ease of use on the ticket purchase intention of performing arts consumers and found that it had positive (+) effects on their ticket purchase intention.
Based on these findings, the study had the following discussions:
First, one of the subfactors of SNS characteristics to search performing arts is interaction, which turned out to have the biggest effects on perceived usefulness. This raises a need to actively review performing arts marketing and emphasize interaction, which allows performing arts consumers to share and communicate various content among themselves via SNS to obtain performance information. Second, another subfactors of SNS characteristics to search performing arts is playfulness, which turned out to have the greatest influences on perceived ease of use. This raises a need to plan and develop performing arts promotions and content tjat gives performing arts consumers the feeling of fun, interest, and pleasure by using SNS in order to increase their perceived ease of use. Third, perceived ease of use had positive effects on perceived usefulness in performing arts consumers. It is thus necessary to do research on promotion and marketing strategies recognizable at a glance so that performing arts consumers can obtain information about performing arts and overcome their difficulties with SNS to increase their perceived usefulness. Fourth, perceived usefulness turned out to have positive impacts on the ticket purchase intention of performing arts consumers. These findings suggest that the field of performing arts should be active in developing marketing strategies to plan diverse events and promotions that provide performance information via SNS to consumers so that performing arts consumers will purchase more tickets. Finally, it was demonstrated that perceived ease of use had effects on the ticket purchase intention of performing arts consumers. It is thus needed to analyze the age groups of consumers and implement promotions targeting specific age groups to increase the ticket purchase of performing arts consumers.