몰입형 실감 콘텐츠 전시에 대한 전시 수용 연구 : ⟪구름이 걷히니 달이 비치고 바람부니 별이 빛난다 IMMERSIVE_K⟫사례연구 = A Study on the Exhibition and Acceptance of Immersive Realistic Content Exhibition: ⟪When the Clouds Clear, the Moon Shines, and the Stars Shine: IMMERSIVE_K⟫ Case Study

다국어 초록 (Multilingual Abstract)

This study began by focusing on the global trend of reinterpreting cultural heritage and traditional culture through immersive digital content exhibitions. In particular, it examines Immersive K, an exhibition utilizing the IP of the Kansong Art Museum, to quantitatively analyze visitor experiences and responses.
The purpose of this study is to empirically investigate how intrinsic motivation, perceived value, and experiential quality influence exhibition satisfaction and the intention for continued engagement, based on the Quality-Value-Loyalty (QVL) model.
Accordingly, this paper conducted a literature review to define the concepts and characteristics of immersive content exhibitions and carried out an empirical analysis through a survey to examine the correlations among key variables.
The results are as follows. First, higher levels of intrinsic motivation were associated with increased visitor satisfaction. Second, perceived value did not have a statistically significant effect on satisfaction.
Third, among the experiential quality factors, exhibition environment, presentation, and interpretive media showed the strongest correlations with satisfaction, indicating that physical and sensory completeness play a key role. Fourth, immersion had a positive impact on satisfaction, while difficulty and fatigue negatively affected it. Fifth, satisfaction led to continued engagement intentions, such as revisits, information-seeking, and recommendations.
Based on these findings, the study suggests the potential for a structured evaluation model of immersive exhibitions rooted in cultural heritage, and provides a foundational framework for developing audience-centered strategies in future exhibition planning and management.