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Determinants of Positive Word of Mouth for a Contemporary Art Exhibition on Web-based Virtual Reality

첫 페이지 보기
  • 발행기관
    국제인공지능학회(구 한국인터넷방송통신학회) 바로가기
  • 간행물
    International Journal of Internet, Broadcasting and Communication 바로가기
  • 통권
    Vol.13 No.3 (2021.08)바로가기
  • 페이지
    pp.137-147
  • 저자
    Jingyi Han, Zong-Yi Zhu, Hyeon-Cheol Kim
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A399221

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원문정보

초록

영어
We aims to examine the determinants of visitors’ positive word-of-mouth (WOM) in a web-based virtual reality contemporary art exhibition. We also examines the effects of 3 realms of experience (entertainment, esthetic, escapist) on emotional arousal, how this emotional arousal affects memory and positive word-of-mouth, how memory affects positive word-of-mouth and how age moderate all of the paths. We examined a total of 297 visitors and was conducted through an online survey focusing on Chinese users of ages 20-49. The analysis results showed that entertainment and esthetic have an effect on emotional arousal, but escapist did not. The results also showed emotional arousal has an effect on memory and positive WOM. Memory did not affect positive word-of-mouth. Finally, age has a moderate effect on all the paths, except for the path form escape towards emotional arousal and memory to positive word-of-mouth. The theoretical implications of this study are meaningful exhibition research. While, it also will be helpful to segment the web-based virtual reality art exhibition visitors by dividing into 3 groups (20s, 30s, 40s) and to provide marketing and operation strategies.

목차

Abstract
1. Introduction
2. Theoretical Background and Hypotheses Development
2.1 Theoretical Background
2.2 Hypotheses Development
3. Method
3.1 Measurement Development
3.2 Data collection and Sample Characteristics
4. Results
4.1 Measurement Model
4.2 Structural Model
4.3 Moderation Analysis
5. Discussion
6. Conclusion
References

키워드

Web-Based Virtual Reality Modern Art Exhibition Experience Economy Emotional Arousal Memory Positive Word-of-Mouth

저자

  • Jingyi Han [ Master, Department of Arts and Cultural Management, Graduate School, Chung-Ang University, Seoul, South Korea ]
  • Zong-Yi Zhu [ Doctoral Student, Department of Arts and Cultural Management, Graduate School, Chung-Ang University, Seoul, South Korea ]
  • Hyeon-Cheol Kim [ Professor of Marketing, School of Business Administration, College of Business and Economics, Chung-Ang University, Seoul, South Korea ] Corresponding Author

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    국제인공지능학회(구 한국인터넷방송통신학회) [The International Association for Artificial Intelligence]
  • 설립연도
    2000
  • 분야
    공학>전자/정보통신공학
  • 소개
    인터넷방송, 인터넷 TV , 방송 통신 네트워크 및 관련 분야에 대한 국내는 물론 국제적인 학술, 기술의 진흥발전에 공헌하고 지식 정보화 사회에 기여하고자 한다.

간행물

  • 간행물명
    International Journal of Internet, Broadcasting and Communication
  • 간기
    계간
  • pISSN
    2288-4920
  • eISSN
    2288-4939
  • 수록기간
    2009~2025
  • 십진분류
    KDC 326 DDC 380

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