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

Hyesung Yun, Miyoung Park and Chang Hwan Choi

PLOS ONE, 2025, vol. 20, issue 12, 1-17

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

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0337527

DOI: 10.1371/journal.pone.0337527

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