A Study on Consumers’ Purchasing Behavior and Selection Attributes of Classical Concert Products Using the IPA Method : Focusing on Public Concert Halls in the Busan Region

This study aims to analyze the purchasing behavior and decision-making attributes of classical concert audiences in public venues in Busan, Korea, using the Importance-Performance Analysis (IPA) method. A structured questionnaire was developed based on six key factors—concert product, venue, staff, process, promotion, and cost—each comprising multiple sub-items. A total of 486 valid responses were analyzed using descriptive statistics, exploratory factor analysis, reliability testing, and IPA. Unlike previous studies focusing solely on item-level analysis, this study adopted both item- and factor-level IPA to derive insights applicable to short-term service improvements and long-term strategic planning. The results indicate that, for most attributes, performance lagged behind importance. Notably, “convenience of concert hall parking” and “ease of online/mobile booking” emerged as critical areas needing immediate improvement. In contrast, elements such as “artistic quality,” “program composition,” “performer competence,” “venue acoustics and stage environment,” and “smooth execution of the performance” were rated high in both importance and satisfaction, highlighting the need for sustained quality management. Meanwhile, attributes like “originality and innovation” and “discount programs” received low ratings in both dimensions, suggesting lower priority for investment. The attribute “appearance and attire of concert staff” showed low importance but high satisfaction, indicating potential overinvestment. This study reflects the unique characteristics of classical music consumption and regional cultural infrastructure. By applying dual-level IPA, it offers actionable guidance for both immediate improvements and strategic development in public performance venues. Future research should expand comparisons across regions, age groups, and performance genres to enhance generalizability and support evidence-based cultural policy and management.