한국 박물관 AR 전시 체험 유형과 만족도, 재관람의도 간의 영향에 대한 연구: 한국인과 중국인 관람객을 중심으로

Abstract

As the special circumstances of the 4th industrial revolution and the COVID-19 pandemic overlap recently, many changes are occurring in the form of museum exhibitions. In particular, museum exhibition content using AR technology is increasing. This study aims to improve the museum VR exhibition environment by analyzing visitors' satisfaction and revisit intention of visitors to online museums in Korea and China. In this study, a survey was conducted among adult men and women who had experience in AR exhibitions and majored in exhibition and design. This study collected data by surveying 182 Koreans and 130 Chinese. This study divided the experiences of AR exhibitions into four categories (material experience, cognitive experience, self-reflection experience, and social experience) and analyzed the collected data. For the statistical analysis of the collected data, frequency analysis, t-test, correlation analysis, and multiple regression analysis were performed by using the SPSS 23 program. It was confirmed that the experience factors for the AR exhibition halls of Korean and Chinese visitors were different. Korean visitors had significantly higher material and cognitive experience than Chinese tourists. On the other hand, Chinese visitors were significantly higher than Korean visitors in self-reflection and social experiences. Among the AR exhibition types, only cognitive experience was found to have a positive effect on the exhibition satisfaction of visitors, and there was no significant difference in other experience factors or revisit intention. Also, as for the mediating effect of satisfaction between experience factors and revisit intention, only cognitive experience was found to be significant.