클래식 음악의 온라인 청취 동기와 만족도와의 관계에 관한 연구: ‘이용과 충족’ 이론을 중심으로

초록

Based on the uses and gratification theory, this study investigates the effects of various motives, such as information motive, entertainment motive, and social communication motive on immersion and empathy, and empirically analyzes whether immersion and empathy play mediating roles in the relationship between listening motives and satisfaction. In order to investigate this, a survey was conducted targeting consumers who have experienced listening to classical music online. The results indicated that information motive, entertainment motive, and social communication motive have a static impact on immersion, with information motive showing a relatively weak influence. Further more, excluding information motive, it was found that entertainment motive and social communication motive have a static impact on immersion. Additionally, the immersion and empathy of classical music listeners through online platforms have a positive influence on their satisfaction; immersion and empathy play a mediating role in the relationship between the listening motives and satisfaction of listeners. Based on the results, this study suggests marketing strategies that could increase classical music listeners’ satisfaction and discusses measures that are helpful in the development of the classical music industry in a long-term.

키워드