인스타그램 게시물의 전시 관람 참여에 미치는 영향: Z세대를 중심으로

초록

The purpose of this study is to empirically analyze the meaning of Instagram posts and Generation Z’s sharing exhibition experience. We set up four hypotheses using four variables such as informational interaction, informational usefulness, exhibition participation and informational participation, and test the hypotheses following literature reviews, survey, Pearson correlation analysis and significance probability test. Our findings show that the survey participants interact with Instagram posts in order to use exhibition reviews, and they highly prefer photo images and a half of them use hashtags for searching information in pre-visit phase. In conclusion, the informational usefulness of Instagram posts and hashtags have correlations with actual exhibition participation. The informational interaction and informational usefulness also affect Instagram posting activities in during and post-visit phase.

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