온라인 전시체험이 방문의도에 미치는 영향: 현존감과 지각된 가치 조절효과 중심으로 = Influences of Online Exhibition Experience on Intention of Visit: Focused on the Moderated Effect of Presence and Perceived Value

다국어 초록 (Multilingual Abstract)

Under quarantine policies related to the COVID-19, museums temporarily are closing and trying to communicating with consumers through Online exhibition. The combination of art and technology is providing companies with a new exhibition reality environment called a global online exhibition.
The purpose of this study was to explore the relationship between online exhibition experience, presence, perceived value and Intention of Visit in exhibition. To accomplish the goal, A total of 129 surveys were collected. A total of 129 valid questionnaires were used for frequency analysis, exploratory factor analysis, reliability and correlation analysis using the statistical package of SPSS(26.0). The results of this study are as follows: First, online exhibition experience are shown to positive affect the Intention of Visit, presence and perceived value. Second, It has been shown that presence and perceived value has a positive moderating effect between online exhibition experience and Intention of Visit. Finally, theoretical and practical implications were discussed.