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Nonlinear Behavioral Attitude of Museum Visitors

Kim, Seong-Jo 1 Kim Jae Hak 2

1세종대학교
2청주대학교

Excellent Accredited

ABSTRACT

This study addressed research questions based on optimal stimulation theory and balance theory and investigated nonlinear behavioral attitude, which can be formed and changed positively or negatively. Specifically, this study investigated the nonlinear effect of frequency of visits, place attachment, and visit satisfaction on behavioral attitude of museum visitors. In order to achieve the aim of this study, a total of 204 empirical surveys were analyzed using three-step hierarchical regression analysis. The empirical analysis revealed that more frequent visits to a museum can cause satiation and diminish behavioral attitude, resulting in an inverted U-effect on behavioral attitude. In addition, findings reveal that affective attachment fosters behavioral attitude with a nonlinear J-effect, while place dependence reduces behavioral attitude, showing an inverted nonlinear U-effect. However, visit satisfaction in museums has no effect on behavioral attitude. These findings imply that if researchers and managers are concerned with attracting more visitors to museums, it is important to gain insights into the nonlinear effect on behavioral attitude. Finally, more comprehensive academic and practical implications and recommendations are provided.

Citation status

* References for papers published after 2022 are currently being built.