DOI QR코드

DOI QR Code

The Effects of Characteristics of Media Facade on Customer's Preference

미디어파사드 특성이 문화예술공간의 선호도에 미치는 영향 연구

  • 이철수 (추계예술대학교 대학원 문화예술학과) ;
  • 남상문 (추계예술대학교 대학원 문화예술학과)
  • Received : 2019.12.07
  • Accepted : 2020.01.01
  • Published : 2020.02.29

Abstract

As life, once immersed in labor, changes with values and lifestyles, individuals consume or participate in culture and arts for learning, meeting of intellectual needs, pleasure, and exchange. As culture and art spaces have increased in recent times, these spaces have been transformed into places to create, view and exchange culture and art, and to consume cultural goods. Culture and art spaces have created and developed new genres and technologies that give viewers the opportunity to communicate and participate, allowing them to understand and accumulate works of media. A media façade thus gives a preference to places for visitors by giving an impression over a short period of time in culture and art spaces that are not areas for exhibitions and performances, and providing an opportunity to more easily approach and understand works and culture and art spaces. A media façade is a type of medium that imparts aesthetics and information by installing LED lighting on the exterior wall of a building for the realization of media functions. In order to analyze the effect of the media façade on preferences for culture and art spaces, a research model was established with media façade characteristics as independent variables and preferences for culture and art spaces as dependent variables. As a result, media façade design and media features influenced satisfaction, while the media characteristics of the media façade influenced recommendation and revisiting, suggesting that many changes will take place in culture and art spaces.

노동에 몰입하던 삶이 가치와 생활을 중시하는 것으로 변화하면서, 개인은 학습, 지적 욕구 충족, 즐거움, 교류 등을 위하여 문화예술을 소비하거나 참여하고 있다. 최근에는 문화예술공간이 늘어나면서 공간은 문화와 예술을 창조하고 관람하며 교류하는 장소, 문화상품을 소비하는 장소로 탈바꿈하였다. 문화예술공간은 새로운 장르와 기술을 창조하고 개발하여 관람객에게 소통하고 참여하는 기회를 제공하여 미디어 작품을 이해하고 체화할 수 있게 한다. 따라서 미디어파사드는 관람객이 문화공간을 전시와 공연장소가 아닌 짧은 시간에 깊은 인상을 심고 작품과 문화공간에 더 쉽게 다가가고 이해하는 계기를 제공하여 해당 장소를 더 선호하게 만든다. 미디어파사드는 건물 외벽에 LED 조명을 설치해 미디어 기능을 구현하는 것으로서 아름다움과 정보를 전달하는 매개이다. 미디어파사드의 특성이 문화예술공간의 선호도에 미치는 영향을 분석하기 위하여 미디어파사드의 특성을 독립변수로, 문화예술공간의 선호도를 종속변수로 하는 연구모형을 수립하였다. 연구 결과 미디어파사드 특성의 디자인적 특성과 매체적 특성은 만족에 영향을 미쳤으며, 미디어파사드 특성의 매체적 특성은 추천과 재관람에 각각 영향을 미치는 것으로 나타나 문화예술공간에 많은 변화를 예고하고 있음을 시사하고 있다.

Keywords

References

  1. Kwon Chan Roh, "Research on design with the characteristic of interaction media facade," Journal of Basic Design & Art, 11(4), 99-107, 2010
  2. Younsook Shim, "Technology Trends of Realistic Contents and Application to Educational Contents," The journal of the Convegence on Culture Technology, 5(4), 315-320, 2019 Dol:http://dx.doi.org/10.17703/JCCT.2019.5.4.315
  3. Suh, Ji-Young and Koh, Seong-Lyong, "Typological Analysis on Façade of Commercial Building: Case Study of Jinju Newly Developed District," Journal of the Regional Association of Architectural Institute of Korea, 13(3), 117-128, 2011
  4. Kim Su Min, "The Impact of Emotional Response to the Design Elements of New Media Hyper Facade Ads on Brand Image," Ph.D. Dissertation, Graduate School of Hanyang University, 32, 2014
  5. H. Byun and Kyu Bin Shin, "A Study on Spatial Expression using light," Journal of Basic Design & Art, 13(3), 179-189, 2012
  6. Son Hunsoo and Gim Sangbeom, Win-win relationship of Brand Facade and Urban, Seoul: Mihaksa, 46, 2018
  7. Oh, Yeon-Soon, "A Study on the Composition Patterns of Facade For Buildings on the Street-Side," M.A. Dissertation, Graduate school of Industry Pukyong National University, 6, 2009
  8. Zaltman, G. Consumer Behavior, Basic Findings and Management Implication. 2nd ed., New York: John Wiley & Sons, 5, 1983
  9. Cohen, D. Consumer Behavior. New York: Random House, inc., 4, 1981
  10. Yoon Younghwa, "An Empirical Study on the Effects of Customer Satisfaction and Trust on Customer Loyalty: Focused on Franchise Korean Restaurant," Ph.D. Dissertation, Graduate School, Myoungji University, 26. 2018
  11. Lee Seung-gil, "A Study on Determinants of Expenditure in Leisure Culture Consumption Market," The Journal of the Convergence on Culture Technology, 5(4), 43-49, 2019 Dol : http://dx.doi.org/10.17703/JCCT.2019.5.4.43
  12. Kaz, E. and Lazarsfeld, P. F. Personal Influence, New York, Free Press of Glencoe, 1995
  13. Choi Seung Man, "Impact of Customer Perception of the Physical Environments of Hotel Restaurants on Customer Satisfaction, Repurchase Intention and Recommendation Intention," Ph.D. Dissertation, The Graduate School of Sejong Uniservisity, 95, 2007
  14. Westbrook, Robert A., and Oliver, R. L., Developing better measures of consumer satisfaction: Some preliminary results. Advances in Consumer Research, 8(1), 94-99, 1983