ScholarWorks@중앙대학교

초록

This study explores how digital media art videos expand the boundaries of traditional art and enhance artistic communication. In particular, it empirically analyzes how the characteristics of media art videos incorporating elements of traditional Chinese art—namely interactivity, virtuality, spatiotemporal expansion, and interest—affect audience immersion and viewing intention. It also examines the moderating effect of audience familiarity with technology (gadget-loving tendency) on these relationships. The results reveal that the characteristics of media art videos have a positive effect on both audience immersion and viewing intention, with immersion mediating the relationship between video characteristics and viewing intention.

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