디지털 일러스트레이션 기반 인스타그래머블 전시에서의 관람객 경험 연구:《문도 멘도》사례 연구

초록

This study examines《Mundo Mendo: Fantastic City Life》to empirically analyze visitors’ exhibition reception and experience structure based on the Quality–Value–Loyalty (QVL) chain model, using frequency analysis, the Kruskal–Wallis test, and Spearman’s correlations. The results show that healing value is positively associated with Degree of Satisfaction (DOS), whereas educational and entertainment values showed a weak negative association, and that exhibition theme, storytelling, and interpretive media are positively related to DOS. Moreover, DOS is strongly linked to Degree of Immersion (DOI) and to continued usage intentions, except for revisit intention, indicating that satisfaction primarily operates as a social mediating mechanism for meaning reconstruction and dissemination via social media.

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