Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65
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pISSN : 1598-849X / eISSN : 2383-9945
- https://journal.kci.go.kr/jksci
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A Study on the Factors Affecting the Attitude and Behavioral Intention toward the Instagrammable Exhibition: A case study on <Yumi’s Cell Special Exhibition>
- Journal of The Korea Society of Computer and Information
- Abbr : JKSCI
- 2023, 28(2), pp.27-38
- DOI : 10.9708/jksci.2023.28.02.027
- Publisher : The Korean Society Of Computer And Information
- Research Area : Engineering > Computer Science
- Received : January 19, 2023
- Accepted : February 14, 2023
- Published : February 28, 2023
Ji-Su Park 1, Rhee Boa 1
1중앙대학교
Accredited
ABSTRACT
The purpose of this study is to shed light on the relationship between perceived value(PV), attitude toward the exhibition(ATYCSE), and behavioral intention toward the exhibition(BITYCSE) through literature review and quantitative research, focusing on <Yumi's Cells Special Exhibition (2020)> as an Instagrammable exhibition. The exhibition has strong entertainment experience quality, and taking pictures has a positive correlation with the satisfaction as well as the immersion, while sharing the viewing experience on Instagram does not influence on the ATYCSE in terms of the PV. Satisfaction also has meaningful correlations with the immersion and the detail factors of BITYCSE. In particular, it can be confirmed that the storytelling factor occupied a superiority over the exhibit factors or the exhibition environment of the Instagram-friendly exhibition, and through this, the importance of storytelling was confirmed. This research unveils implications for the influence of the interactivity and participatory features of the Instagrammable exhibition on the ATYCSE as a potential factor of PV, and the importance of storytelling in Instagrammable exhibitions.
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This paper was written with support from the National Research Foundation of Korea.