숏폼 전시콘텐츠 특성이 미술관 방문의도 형성에 미치는 영향에 관한 연구

초록

The development of digital technologies and social media has made short-form content a key consumption trend across various platforms. In the exhibition field, short-form content is increasingly used to promote exhibitions. This study aims to analyze the impact of short-form exhibition content characteristics on museum visit intention. The results identify five key characteristics—aesthetic,creativity,interactivity,playfulness, and Reliability—of which playfulness, aesthetics, and Reliability significantly affect visit intention. This research provides foundational data for developing promotional and marketing strategies for cultural institutions.

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