论文信息 - A Research on Value Chain Structure of the Performing Arts Consumers' Social Media Usage - Application of Means-End Chain Theory and Involvement

A Research on Value Chain Structure of the Performing Arts Consumers' Social Media Usage - Application of Means-End Chain Theory and Involvement

This paper aims to analyze the role of social media for the performing arts audience and search the potential of it as a new means of their cultural experience. In addition, it explored the differences between the value structure of current performing arts audience and that of potential audience by applying the concept of involvement. It also analyzed the correlation between the consuming of performances and social media usage. Means-end chain theory was applied to derive the value chain structure of social media.

Yoon-Jung Choi | Sang-Hee Kweon | Hyun Joo Kim | Min-Kyung Cha | Young-A Won

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