Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/294667 
Authors: 
Year of Publication: 
2023
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 10 [Issue:] 3 [Article No.:] 2264563 [Year:] 2023 [Pages:] 1-16
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
Since online performances are new service, consumer confusion is occurring due to the absence of a product composition strategy. Therefore, this study derived the major attributes of online performance and estimates the value of each consumption attribute. As a result, it was found that the optimal combination of online performance products transmits the genre of "ballad" from the "video streaming platform" to "no audience," and provides "online merchandising" as an additional service. Furthermore, market segmentation using cluster analysis yielded three groups with significant differences, and optimal-performance products are proposed for each type of audience
Subjects: 
conjoint analysis
market segmentation
K-Pop
online performance
popular music
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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