Advanced Science and Technology Letters
Vol.126 (Business 2016), pp.173-178
http://dx.doi.org/10.14257/astl.2016.126.33
The Influence of Flow and Satisfaction of Realistic
Performing Art on Revisiting Intention
Sangmin Choi1, Donghui Kim1, Juhee Kang1, Sungbae Kang 1, Taesoo Moon1
Dept. of Business Administration, Dongguk Univ. Gyeongju Campus,
Dongdearo 123, Gyeongju-si, Gyeongsangbuk-do, Korea
[email protected], [email protected], [email protected],
[email protected]
1
Abstract. This study examines empirically the influence of realistic performing
art on performing quality, flow, satisfaction and revisiting intention. This
study suggests a research model to apply performing quality (story, stage
management, acting and stage technology), for user’s flow experience and
satisfaction of realistic performing art. Comprehensive and empirical research
on realistic performing area has been lacking. We focused our intention on
integrating the findings of new IT services. This study empirically conducted
survey with data collection of 83 users. The empirical result shows that
performing quality of realistic performing art influence positively flow
experience. Also, flow experience and satisfaction influence positively
revisiting intention. Accordingly, theater and production agency need to
consider to adopt the realistic elements in acquiring performing and service
quality.
Keywords: Realistic Performing Art; Performing Quality; Flow; Satisfaction,
Revisiting Intention
1 Introduction
Today, realistic performing art is showing an annual growth rate of 15% due to
increased demand expansion, economic income level, and advanced culture of leisure.
Most people are paying more attention to enjoy leisure and have fun during break
time. Realistic performing art information service has becoming a popular attraction
that people spend their time and money, looking at various genres, such as musical,
playacting, dance, and concert.
In general, however, realistic performing should approach as a field of the
performing arts industry because of a type of performance to increase realistic and
immersion in the existing performing art. Thus, the realistic performing art need to be
connected to the satisfaction and benefit through the added information services,
which provide realistic elements in various types of performing art techniques and
information services. Most performing art information services have been using a
variety of media, such as web sites, social media and SNS [9]. Recently, the
performing arts organizations are carrying out marketing activities using Web service
ISSN: 2287-1233 ASTL
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Advanced Science and Technology Letters
Vol.126 (Business 2016)
and SNS information content related to the performing art. In addition, the performing
art information service was an important communication tool to deliver information
by word-of-mouth effect and person’s network. A variety of media to provide
performing art information had related information quality, system quality, service
quality and satisfaction [6]. Also, it is closely related to customer’s intention to
purchase performing art products through word of mouth effect [11]. The existing
prior studies were lacking to apply quality factor that provide variety of performance
for spectators to watch the performing art. Therefore, the study on the acceptance of
the performing art need to apply to flow experience theory about user satisfaction and
on revisiting intention through the quality factors of performing art.
2 Literature Review and Hypothesis Development
2.1 Realistic Performing Art
Few studies on consumer intention to revisit performing art, has adopted the
perspective of web service quality model [1], because of explanation power to
conceptualize and validate individual behavioral intention. The aim of our study was
to empirically test the impact of determinants on revisiting intention of realistic
performing art. Figure 1 provides a research model in this study.
Fig. 1. Research Model
2.2 Performing Quality
Choi[3] research show that, the choice and satisfaction factors of a musical as culture
contents, and he will recognize it about relation between these two factors. The choice
factors of musical showed that it was five factors extracted a price and facilities,
production and directing, marketing, musical quality, OSMU (One Source Multi Use).
The satisfaction factors of musical was four factors, which extracted from a
production company, that is, trust of advertisement, artistic presentation, harmony of
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all members of the cast, level of leading actor or actress. Influencing factors on
consumer satisfaction in the choice of musical performing showed that it was
performance price and facilities level, because it is reasonable that spectators expect
high satisfaction regarding a performance art. Researchers say that pricing in musical
performing is due to expose the quality of work in order to raise consumer satisfaction
shall be performed. This study suggests that important point is planning, directing and
marketing of musical performing. Thus, we hypothesize the relationship between
performing quality and flow and satisfaction.
[H1] Performing quality has a positive effect on flow experience.
[H2] Performing quality has a positive effect on Satisfaction.
2.3 Flow
Csikszentmihalyi[5] first introduced the concept of “flow”, which is “the holistic
sensation that people feel when they act with total involvement.” When people are in
the state of flow they feel deep enjoyment, happiness and exhilaration. The flow
phenomenon has been analyzed with different external variables and in various
application of Internet environment. Kang and Moon[8] studied the influencing
factors to flow experience based on web learning system: taking information
exploring ability, accessibility, interactivity, systematic content, and induced
motivation as antecedences, to analyze flow experience through their interaction
effect. Thus, we hypothesize the relationship between flow experience, satisfaction,
and revisiting intention.
[H3] Flow experience has a positive effect on satisfaction.
[H4] Flow experience has a positive effect on revisiting intention.
2.4 Satisfaction
Delone and McLean[6] research shows that the content quality in information system
is very important to satisfaction and usage intention. Moreover, from the perspective
of mobile content service and network, there are a lot of research that have been
studied[1, 2] on determinant factors of mobile content services. In the valuation of
cognitive users, a few studies have proved that content quality and content of amiable
have positive influence on perceived usefulness and user satisfaction. Thus, we
hypothesize the relationship between user satisfaction and revisiting intention.
[H5] Satisfaction has a positive effect on revisiting intention
3 Empirical Analysis
Measurement items of each construct were extracted from prior studies. All
measurement items were measured by five-point Likert-type scales with ranging from
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strongly disagree (1) to strongly agree (5). Data for this study were collected from
potential users of a regional province of South Korea. Table 1 indicates the
demographics statistic of 83 respondents.
3.1 Validity and Reliability
We have employed Smart PLS 3.0 for data analysis. Confirmatory factor analysis
provides the values of estimate, t-value, AVE, and Cronbach’s alpha explained by
each construct. Cross loading value of most measurement items are higher than 0.6. A
widely accepted level of adequacy for Cronbach’s alpha has been at least 0.7. All
Cronbach’s alpha of variables were higher than 0.7. At the same time, all of the AVE
values are higher than the threshold of 0.5. Thus, the convergent validity and
reliability are acceptable. We tested discriminant validity by showing the cross
loading values of all variables. The results show valid in testing discriminant validity.
According to Fornall and Larcher [7], all the correlation indicators are less than the
square root of AVE, assuring the discriminant validity.
3.2 Hypothesis Testing
Fig. 2 reports the result of hypothesis testing. hypotheses 1, 3, 4, and 5 are accepted
with high significant level. However, hypothesis 2 is rejected with low significant
level.
Fig. 2. Result of Hypotheses Testing
4 Conclusion
This study tried to validate the revised model of performing quality, flow experience
and satisfaction with the application of realistic performing art. The causal
relationships among the variables to influence on revisit intention of realistic
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Advanced Science and Technology Letters
Vol.126 (Business 2016)
performing art were empirically examined. This study tried to identify the relationship
between the quality factors and revisiting intention through consumer’s flow
experience and satisfaction of the realistic performing art.
Implications as the results of data analysis are as follows. First, performing quality
(story, stage management, acting, stage technology) positively influences on flow
experience of realistic performing art. Second, flow experience of realistic performing
art positively influences on user satisfaction. Third, satisfaction and flow of realistic
performing art positively influence on consumer’s intention to revisit. Though we
already have got some results from the study, there were still some limitations in this
study. First, we need to study more explanation factors (such as other information
quality and service quality characteristics) which can influence perceived enjoyment
for further research. Second, this study has a limitation to collect data in order to
understand general social phenomenon. For further research, we believe this research
is a good starting to explain people’s continuous intention to revisit realistic stage
performance.
Acknowledgment. This work was supported by the ICT R&D program of
MSIP/IITP.[A0067 00002, Immersive Performing Technology, Unified Performance
Control System, Interactive Projection Yoke, Actor- Stage Interaction, Stage
Automation]
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