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

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  • Hyesung Yun
  • Miyoung Park
  • Chang Hwan Choi

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

Suggested Citation

  • Hyesung Yun & Miyoung Park & Chang Hwan Choi, 2025. "Behavioral insights into audience satisfaction: analyzing emotional and cognitive factors in K-culture dance engagement," PLOS ONE, Public Library of Science, vol. 20(12), pages 1-17, December.
    • Handle: RePEc:plo:pone00:0337527
    DOI: 10.1371/journal.pone.0337527
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    References listed on IDEAS

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    1. Eva Delacroix & Valérie Guillard, 2016. "Consumers who avoid relationships : manifestations of social anxiety in commercial contexts," Post-Print hal-01819609, HAL.
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