박물관의 품질-가치-충성 연쇄 모형에 기반한 여성주의 전시 경험에 대한 실증적 분석 -《접속하는 몸: 아시아 여성 미술가들》 사례 연구-

초록

This study empirically analyzes visitor reception of《Connecting Bodies-Asian Women Artists》, which reflects the trajectory of Asian contemporary feminist art. To this end, the researchers adopt the Quality-Value-Loyalty (QVL) Chain model and its key variables, and test their relationships with level of satisfaction using the Kruskal&Wallis test and Spearman correlation analysis. The results indicate that sub-factors of Intrinsic Motivation(IM) (i.e. interest in feminism and credibility in MMCA exhibition) have significant positive effects on the Degree of Satisfaction (DOS). In particular, the Degree of Immersion(DOI) shows a high correlation with focused appreciation of the artworks. Sub-factors of Perceived Experience Quality (PEQ) demonstrate positive correlations with DOS, with storytelling and curatorial directing emerging as the most influential factors. While the Degree of Fatigue(DOF) do not have a statistically significant impact on DOS, the findings suggest that narrative-driven exhibition design can mitigate the negative effects of DOF. Regarding Intention to Use the Exhibition(ITUE), both the intention to revisit and future interest in feminist-themed exhibitions are strongly associated with DOS. This study demonstrates that sensorial and narrative elements in feminist exhibitions positively influence the Attitude Toward the Exhibition(ATE) and ITUE, and that the QVL Chain model is a valid and effective framework for analyzing such exhibition engagement experiences.

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