박물관의 정보기술 용이성, 상호작용, 즐거움이 방문객의 만족도 및 재방문에 미치는 구조적 영향관계에 관한 연구- 국립 중앙박물관을 중심으로 - = A Study on the structural relationships between perceived ease of use of Information Technology, Interactivity, enjoyment, Satisfaction and Revisit of Museum Visitors: A focus on National Museum of Korea

다국어 초록 (Multilingual Abstract)

This study was to examine the structural relationships between museum visitors' perceived easiness of information technology use, experience of interactivity and enjoyment, satisfaction and revisit intention. Based on a review of related literature, a structural equation model among the constructs was developed and tested. In particular, information technology was conceptualized in terms of kiosk, visual media, and PDA and a total of 500 questionnaires were distributed to visitors at the National Museum of Korea. The usable 378 samples were analyzed for the structural equation modelling analysis. Results found that the respondents' perceived easiness of information technology use had a positive influence on their experience of interactivity and enjoyment. Results also indicated that both of the respondents' experience of enjoyment and interactivity positively influenced on their level of visit satisfaction. Finally, results also showed that the respondents' level of visit satisfaction had a positive influence on their revisit intention to national museum of Korea.

국문 초록 (Abstract)

본 연구의 목적은 정보기술의 용이성, 상호작용, 즐거움이 박물관 방문객들의 만족도와 재방문에 미치는 영향관계를 구조적으로 분석하고자 하였다. 총 500부의 설문지가 국립중앙박물관을 방문한 관람객들에게 배포되었고, 이중에서 378부가 본 연구의 구조분석에 사용되었다. 본 연구의 결과는 첫째, 정보기술의 용이성은 상호작용과 즐거움에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 즐거움과 상호작용은 박물관 관람객들의 만족도에 긍정적인 영향을 주는 것으로 조사되었다. 셋째, 만족도는 박물관 재방문에 긍정적인 영향을 미치는 것으로 나타나 제시된 가설이 모두 채택이 되었다. 마지막에 결론과 한계점이 논의되어졌다.

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