박물관 전시공간에서 AR기술이 관람자 수용 의도에 영향을 미치는 요인 연구
A study of the factors that influence visitor intention to adopt AR technology in museum exhibits
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(연구배경 및 목적) 문화산업과 디지털 전시기술의 지속적인 발전으로 관람객들은 박물관의 원래 평면적이고 현장감이 부족한 전시방식에 만족하지 못하고 있다. 이러한 배경에서 물리적 전시 공간에 AR 기술을 접목하여 전시효과를 입체화하고 현장감을 높이기 위한 박물관의 시도가 증가하고 있다. 그러므로 본 연구는 박물관 전시공간에서 AR 기술을 사용할 때 관람객의 수용 의도와 영향요인을 도출하여 분석하고, 박물관 디지털 전시공간 발전에 관한 제안을 제시하는 데 목적이 있다. (연구방법) 첫째, 박물관 전시공간에서의 AR 기술에 대한 선행연구를 수행하고, Python과 결합하여 키워드를 정리한 후 박물관 전시공간에서의 AR 기술 수용 의도에 영향을 미치는 요인을 도출하여 변수로 설정하였다. 둘째, 기술수용모형(TAM) 도입 변수에 따른 연구모델 작성 및 연구가설을 수행하고, 셋째, 변수 문제를 설정하고 설문조사 앱 WENJUANXING(问卷星) 플랫폼을 통해 조사하고 분석하였다. 넷째, 설문지의 신뢰성과 타당성은 SPSS 26.0을 통해 확인하였다. 다섯째, AMOS 26.0을 사용하여 연구모형의 적합도와 가설을 검증하고 매개효과를 검증하였다. 마지막으로 박물관 전시공간에 대한 미래전략을 수립하는 것으로 결론을 도출하였다. (결과) 가설검증 결과를 보면, 이론적 고찰을 통해 도출된 현실요인(현장감, 상호작용, 멀티모드 체험)과 이론적요인(차별화 디자인) 중 현장감은 지각된 유용성과 지각된 사용 용이성의 매개작용을 통해 관람객의 AR기술 수용의도에 영향을 미치고, 차별화 디자인은 지각된 유용성을 통해 수용의도에 영향을 미치며, 멀티모드 체험 및 상호작용은 관람객의 AR기술 사용의도에 직접적인 영향을 미친다. 게다가, 인식의 용이성은 인식의 유용성에 상당한 긍정적인 영향을 미친다. (결론) 본 연구의 분석결과를 보면 박물관 전시공간에서 조작이 간단한 AR기법은 관람객의 전시공간에 대한 인지체험을 크게 향상시킬 수 있음을 알 수 있었다. 또한 조작이 쉬운 AR 기기는 AR 기술에 대한 관람객의 사용 의욕과 체험 의향을 높여 전시 공간을 더욱 입체화하고 공간 내 재미를 풍부하게 할 수 있다는 연구 결과가 나왔다. 전시공간에서 AR기술을 통해 구현된 관람객 개인화 체험 프로그램, 실시간 상호작용 체험 프로그램, 시각적 현장감 강화 프로그램, 다감각 자극 체험 프로그램도 관람객의 AR기술 수용도를 높이고 AR기술 수용의도를 높일 수 있다. 우수한 전시공간은 관람객의 흥미와 호기심을 자극하고 몰입감을 제공해 전시내용에 대한 이해와 인식을 높일 수 있다.
Abstract
(Background and Purpose) With the continuous development of the cultural industry and digital exhibition technology, visitors are no longer satisfied with the original flat and immersive exhibition method of museums. Against this backdrop, museums are increasingly attempting to incorporate AR technology into physical exhibition spaces to enhance the three-dimensional exhibition effect and increase the sense of presence. This study aims to identify and analyze visitors’ acceptance intention and influencing factors when using AR technology in museum exhibition spaces and provide suggestions for the development of museum digital exhibition spaces. (Method) We conducted a literature review on AR technology in museum exhibition spaces, combined with Python to organize keywords, and derived factors affecting the intention to accept AR technology in museum exhibition spaces and set them as variables. The research model was developed and the research hypothesis was tested according to the adoption variables of the Technology Acceptance Model (TAM). The variable questions were set up and analyzed through the WENJUANXING (问卷星) platform. The reliability and validity of the questionnaire were checked with SPSS 26.0. AMOS 26.0 was used to test the fit of the research model and hypotheses and verify the mediation effect. This study establishes a future strategy for museum exhibition spaces. (Results) According to the hypothesis results, among the practical (realism, interaction, and multimodal experience) and theoretical factors (differentiated design) derived from the theoretical review, realism affects visitors’ intention to accept AR technology through the mediation of perceived usefulness and ease of use. Differentiated design affects the intention to accept through perceived usefulness, and multimodal experience and interaction directly affect visitors’ intention to use AR technology. Furthermore, perceived ease of use has a significant positive effect on perceived usefulness. (Conclusions) The results show that simple-to-use AR technology in museum exhibition spaces can significantly improve visitors’ cognitive experience of the exhibition space. The study found that easy-to-use AR devices can increase visitors’ willingness to use and experience AR technology, making exhibition spaces more three-dimensional and fun. Visitor personalization experience programs, real-time interactive experience programs, visual realism enhancement programs, and multi-sensory stimulation experience programs, implemented through AR technology in exhibition spaces, can increase visitors’ acceptance of and intention to use AR technology. A good exhibition space can stimulate visitors’ interest and curiosity and provide a sense of immersion to enhance their understanding of the exhibition content.
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