메타버스 기술을 적용한 박물관 체험유형이 고객 방문의도에 미치는 영향 연구
Influence of Museum Experience Types Applying Metaverse Technology on Customer Visit Intention
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초록
본 연구에서는 메타버스 기술을 적용하여 체험을 제공하는 박물관을 대상으로 그곳들의 체험유형과 관람객들이 인지하는 박물관에 대한 이미지, 그리고 향후의 방문 의도 간의 관계를 실증연구를 통해 탐색하였다. 연구결과 메타 버스 박물관 체험유형이 이미지 및 방문 의도에 미치는 영향력에 대해 살펴본 결과, 감각 체험, 감성 체험, 인지 체험, 행동 체험, 관계 체험 등의 요인들은 모두 이미지 및 방문 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한, 메타버스 박물관 체험유형이 방문 의도에 영향을 미치는 과정에서 박물관에 대한 이미지의 긍정적 매개 효과를 확인하였다. 이러한 연구결과는 박물관 메타버스 체험에 대한 심층적인 분석을 통해 다양한 학문적 및 실용적 시사점을 제공한다는 점에서 연구의 의의가 있다.
Abstract
This study empirically examined the relationship between visitors’experience types, images of museums perceived by visitors, and future intention to visit museums that provide experiences by applying metaverse technology. The results revealed that factors such as sensory, emotional, cognitive, behavioral, and relationship experiences had a significant positive effect on image and visit intention. In addition, the positive mediating effect of museum image was confirmed in the process of the metaverse museum experience type affecting the intention to visit. These results are significant because they provide various academic and practical implications through an in-depth analysis of the museum metaverse experience.
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