Pay-What-You Want 하에서의 관람의사 및 지불의사에 스토리텔링과 미술작가 인지도가 미치는 영향

초록

This study derives the intention to visit an art museum exhibition and the amount of willingness to pay for entrance under Pay-What-You-Want (PWYW) and the fixed price. We also analyzed how these two answers change depending on presence of storytelling and respondents’ recognition for artists. A hypothetical situation was set toward survey respondents in which a fixed admission fee and PWYW were presented for exhibitions of famous and new artists at the National Museum of Modern and Contemporary Art. The quasi-experiment was completed by adding storytelling to it. The respondents were divided into four groups according to pricing system and storytelling. To match the demographic characteristics of the four sample groups in a similar way, students in the 3rd and 4th grades of the same university were selected. Results show that there was no difference in the respondents' viewing intentions under the PWYW compared to the fixed price in all of the whole sample, the condition of famous artists, and the condition of new artists. In terms of willingness to pay, there was no difference between the two price systems for the entire sample and the condition of famous artists, but willingness to pay increased under PWYW compared to the fixed price under the condition of new artists. This study is considered to have academic significance in that it is the first study to analyze the interaction between storytelling and respondents’ awareness of artists and PWYW in the analysis of intention to visit and willingness to pay. Also, it provides an valuable information in applying different pricing strategies according to the artist's fame in public exhibitions.

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