The Relationship Between the Artistic Value of a Converged Performance of Taekwondo Demonstration and Korean Traditional Dance and the Intention to Revisit : The Multiple Serial Mediation Effects of Audience Satisfaction and Immersion

This study aims to empirically examine the effect of artistic value on revisit intention in Taekwondo– Korean traditional dance fusion performances, focusing on the multiple serial mediation effects of audience satisfaction and audience immersion. The purpose is to explore how artistic value influences viewers’ continuous engagement and to provide strategic insights for the artistic development and cultural convergence of Taekwondo performances. Data were analyzed using SPSS 25.0 and AMOS 24.0 through frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. Furthermore, models 4 and 6 of Hayes’ PROCESS macro were employed to test both mediation and multiple serial mediation effects. The findings indicate that social value and moral value have a significant positive effect on revisit intention. In addition, audience satisfaction and immersion play mediating and serial mediating roles in the relationship between artistic value and revisit intention. These results highlight the potential of Taekwondo fusion performances to enhance the artistic quality of performing arts, contribute to the growth of the cultural contents industry, and foster a sustainable audience culture through effective convergence and marketing strategies.