The Effect of Facework on the Subjective Happiness and Behavioral Intention of Korean Classical Performance Audience

This study analyzes the types of facework among audiences attending Korean classical performances and examines how these types influence subjective happiness and behavioral intentions. To conduct this research, a survey was conducted targeting individuals who had attended classical performances within the last 6 months. The responses were subsequently analyzed for reliability, validity, and hypothesis testing. The facework of classical performance attendees was categorized into four subfactors: selfface, other-face, prestige-face, and character-face. It was found that these four types of facework have varying impacts on subjective happiness. Self-face was shown to have a negative impact on subjective happiness, while prestige-face did not achieve statistical significance. Other-face and character-face were statistically significant in relation to subjective happiness. Moreover, subjective happiness was found to significantly influence behavioral intentions. Regarding the relationship between facework types and behavioral intentions, self-face, other-face, and character-face achieved statistical significance, whereas prestige-face did not. This indicates that classical performances play a significant role beyond mere leisure activities, contributing to personal social image management and relationships with others. However, the study’s limitation lies in its focus on audiences in the metropolitan area, making it challenging to generalize the research findings. Future research should expand the scope of participants and utilize research designs that can reflect emotions and thoughts immediately after performances to derive more comprehensive research results.