KJCKorea
Journal Central

This study aims to empirically analyze the visitor experience of《VOICES》, an immersive exhibition that explores the boundaries between reality and virtuality, nature and technology through the convergence of art and technologies. To achieve this goal, the researchers adopt the Quality-Value-Loyalty Chain model as a research framework and conduct a literature review along with a survey. The collected data via the survey were analyzed using Spearman's correlation coefficient and point-biserial correlation coefficient to test the hypotheses. The findings indicate that, in terms of perceived value (PV), both aesthetic and therapeutic values showed a significant positive correlation with degree of satisfaction (DOS). All four sub-factors of perceived exhibition quality demonstrated statistically significant correlations with DOS. Furthermore, DOS was significantly correlated with degree of immersion (DOI), degree of difficulty (DOD), and the sub-factors of intention to use the exhibition (IUE). Notably, QR code usage experience exhibited a positive correlation with DOS, DOI, and DOD sub-factors. However, ease of use of the QR code did not significantly impact DOD.

《VOICES》, an Art-Technology Convergence, Quality-Value-Loyalty Chain in Museums, Visitor Perception and Engagement, QR code