ScholarWorks@중앙대학교

초록

This study examines how the framing of AI’s role in exhibitions—presented as either a ‘tool’ or a ‘co-creator’, influences visitors’ cognitive and emotional responses, and develops the Technological Distance Scale of Art (TDS-A). Although generative AI and data-driven visualization are increasingly used in exhibition settings, empirical evidence on how technological intervention shapes psychological distance remains limited. Based on Construal Level Theory, technological distance was conceptualized through technological prominence, perceived inauthenticity, and emotional gap, and a four-item single-factor TDS-A structure was identified through a preliminary survey. An experiment was conducted in which participants viewed the same AI-generated video under different role framings. One-way ANOVA showed that tool framing heightened technological distance, while co-creator framing enhanced immersion. Two-way ANOVA further indicated that prior AI exhibition experience was associated with lower technological distance overall, with inexperienced visitors showing a tendency toward higher distance under tool framing. AI familiarity acted as a background individual-difference factor influencing overall levels of distance and immersion. This study demonstrates that AI role framing has meaningful implications for visitor-experience design, including labeling, curatorial narratives, and interpretive strategies. The findings also suggest that technological distance relates to perceived creativity, value evaluation, and audience segmentation, offering strategic insight for cultural-arts management and experience-driven service industries.

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