This study identified and categorized consumers'' subjective thoughts and attitudes about dance performance trailer images using Q methodology based on the theory that consumers'' consumption behavior is realized according to subjectivity, and analyzed and interpreted the meaning inherent in the characteristics of each classified type.
As a result of the analysis, type 1 "diverse information element satisfaction type", type 2 "visual element satisfaction type", and type 3 "negative perception type" were classified into a total of three types. The explanatory power of the three classified types was 49.59%, which was found to be close to 50%. In addition, the Eigen Value value was statistically significant as three types were 1 or more.
The three types of features classified in this study are summarized as follows.
Type 1 is the "various information element pursuit type". This type required a variety of information beyond simple information delivery, such as ticket prices. The information required by the type is the preference to acquire dance performance information in various ways within the dance performance trailer video, such as the current trend, choreographer, performance introduction, dancer expression, and musical elements. However, stimulating video production or visual-oriented video production of dancers was not preferred.
Type 2 is the "visual element pursuit type". This type is the dancer''s spectacular performance, In addition to the elements that induce visual interest, the external visuals of the dancers are prioritized. That is, type 2 has a characteristic that prefers visually visible elements. However, they are currently negatively aware of their role as a means of promoting dance performance trailer videos.
Type 3 is "negative perception type". This type recognizes that dance performance trailer videos are a good means of introducing choreographers'' values or performances, but in the end, dance trailer videos are not interesting and are not popular due to low accessibility. In addition, there is a tendency to think that it is a video that only a specific group encounters.
In conclusion, Type 1 to Type 3 recognize that the current dance performance trailer video is insufficient to capture consumers at a glance. Type 1 and Type 2 suggest that it will be a more attractive dance performance trailer video when various information and visual information are given, respectively.
Therefore, there is a need to produce dance performance trailer images by providing visual stimulation factors and various information that consumers can satisfy, and it is necessary to actively seek ways to increase the exposure of such videos.