A Study on the Impact of Musical Reputation on Consumer Satisfaction and Word-of-Mouth Intention with On-Line Price Discount as a Moderating Variable

摘要

According to the data from KOCCA (Korea Creative Content Agency), of the sales channels for musical tickets during the first quarter of 2012, online sales took up a larger share than on-site sales. In general the factor determining profitability was price which also played an important role in consumers' decision to buy. Changes in price can stimulate demand. Moreover, consumers searched for information on musicals in accordance with reviews, reputation, convenience and price. The survey on musicals conducted in 2008 can be re-organized to show that the selection criteria for creative musicals in Korea included the quality of the work, reputation of the actors and price discounts. The ranking of search words used by consumers of performance art were reviews, reputation and price. This study seeks to investigate the effect of a musical's reputation and online discounts on the consumer's willingness to re-watch a musical.