UTAUT 모형을 활용한 AR 오프라인 예술전시 소비자 관람행동 연구

초록

This study examines the influence of integrated technology acceptance factors, content quality of exhibited augmented reality (AR) art, and the consumers’ emotional responses to the AR art exhibited on the satisfaction and revisit intentions of MZ-generation consumers attending offline AR art exhibitions. The key findings are as follows: Among the integrated technology acceptance factors affecting the consumers' view of AR offline art exhibitions, the effort expectancy, social influence, and facilitating conditions significantly affect viewer satisfaction. However, the performance expectancy does not significantly influence viewer satisfaction. The content quality in the AR art exhibition significantly affects viewer satisfaction, whereas the emotional response to the AR art exhibition does not have a significant impact. Viewer satisfaction positively influences the intention to revisit an AR offline art exhibition. Immersion plays a mediating role in the relationship between viewer satisfaction and the intention to revisit.

키워드