Behavioral insights into audience satisfaction: analyzing emotional and cognitive factors in K-culture dance engagement.

ABSTRACT: Despite growing interest in Korean traditional dance through the Korean Wave (Hallyu), empirical research on audience satisfaction remains limited. This study examines how personal orientation, emotional/cognitive responses, and environmental factors influence audience satisfaction, grounded in Expectancy-Disconfirmation Theory and the Tripartite Model of Attitude. We surveyed 272 audience members (65.8% male; ages 20-59) attending a Korean traditional dance performance using a validated 20-item questionnaire (Cronbach's α ≥ 0.78). Data collection included IRB approval, informed consent, pilot testing (N = 45), and comprehensive validity testing. Multiple regression analysis revealed that cognitive appreciation (β = 0.368, p < 0.001), emotional response (β = 0.289, p < 0.001), and environm

SUBMITTER: Yun H 

PROVIDER: S-EPMC12700408 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature