DOI QR코드

DOI QR Code

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

  • Han, Jingyi (Department of Arts and Cultural Management, Graduate School, Chung-Ang University) ;
  • Zhu, Zong-Yi (Department of Arts and Cultural Management, Graduate School, Chung-Ang University) ;
  • Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • Received : 2021.07.11
  • Accepted : 2021.07.18
  • Published : 2021.08.31

Abstract

We aimsto 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.

Keywords

References

  1. Han, H., and Hyun, S. S, "Key factors maximizing art museum visitors' satisfaction, commitment, and post-purchase intentions," Asia Pacific Journal of Tourism Research, Vol. 22, No. 8, pp. 834-849, Jul 2017. DOI: https://doi.org/10.1080/10941665.2017.1345771
  2. Kang, J. H., Jang, J. C., and Jeong, C, "Understanding museum visitor satisfaction and revisit intentions through mobile guide system: moderating role of age in museum mobile guide adoption," Asia Pacific Journal of Tourism Research, Vol. 23, No. 2, pp. 95-108, Dec 2017. DOI: https://doi.org/10.1080/10941665.2017.1410190
  3. Tesoriero, R., Gallud, J. A., Lozano, M., and Penichet, V. M. R., "Enhancing visitors' experience in art museums using mobile technologies," Information Systems Frontiers, Vol. 16, No. 2, pp. 303-327, Jun 2014. DOI: https://doi.org/10.1007/s10796-012-9345-1
  4. Pine, B. J., and Gilmore, J. H., The experience economy. Harvard Business Review, pp. 18-23, 1998.
  5. Han, J. W, "A Study on Effects of AR and VR Assisted Lessons on Immersion in Learning and Academic Stress," International Journal of Internet, Broadcasting and Communication, Vol. 10, No. 2, pp. 19-24, Aug 2018. DOI: https://doi.org/10.7236/IJIBC.2018.10.2.4
  6. Guzel, F. O, "The dimensions of tour experience, emotional arousal, and post-experience behaviors: a research on Pamukkale in Turkey," Procedia-Social and Behavioral Sciences, Vol. 150, pp. 521-530, 2014. DOI: https://doi.org/10.1016/j.sbspro.2014.09.069
  7. Song, H., Kim, M., and Choe, Y, "Structural relationships among mega-event experiences, emotional responses, and satisfaction: Focused on the 2014 Incheon Asian Games," Current Issues in Tourism, Vol. 22, No. 5, pp. 575-581, Apr 2018. DOI: https://doi.org/10.1080/13683500.2018.1462310
  8. Kastenholz, E., Carneiro, M. J., Marques, C. P., and Loureiro, S. M. C, "The dimensions of rural tourism experience: Impacts on arousal, memory, and satisfaction," Journal of Travel & Tourism Marketing, Vol. 35, No. 2, pp. 189-201, Jul 2017. DOI: https://doi.org/10.1080/10548408.2017.1350617
  9. Jung T., tom Dieck M.C., Lee H., and Chung N, "Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum," In: Inversini A., Schegg R. (eds) Information and Communication Technologies in Tourism." Springer, Cham. 2016. DOI: https://doi.org/10.1007/978-3-319-28231-2_45
  10. Mosteller, J., Donthu, N., and Eroglu, S, "The fluent online shopping experience," Journal of Business Research, Vol. 67, No. 11, pp. 2486-2493, Nov 2014. DOI: https://doi.org/10.1016/j.jbusres.2014.03.009
  11. Tarhini, A., Hone, K., Liu, X., and Tarhini, T, "Examining the moderating effect of individual-level cultural values on users' acceptance of E-learning in developing countries: a structural equation modeling of an extended technology acceptance model," Interactive Learning Environments, Vol. 25, No. 3, pp. 306-328, Jan 2016. DOI: https://doi.org/10.1080/10494820.2015.1122635
  12. Lee, H., Jung, T. H., tom Dieck, M. C., and Chung, N., "Experiencing immersive virtual reality in museums," Information & Management, Vol. 57, No. 5, pp.103229, July 2020. DOI: https://doi.org/10.1016/j.im.2019.103229
  13. Song, H. J., Lee, C.-K., Park, J. A., Hwang, Y. H., and Reisinger, Y, "The influence of tourist experience on perceived value and satisfaction with temple stays: The experience economy theory," Journal of Travel & Tourism Marketing, Vol. 32, No. 4, pp. 401-415, Nov 2014. DOI: https://doi.org/10.1080/10548408.2014.898606
  14. Anderson, D., and Shimizu, H, "Factors shaping vividness of memory episodes: Visitors' long-term memories of the 1970 Japan World Exposition," Memory, Vol.15, No. 2, pp. 177-191, Feb 2007. DOI: https://doi.org/10.1080/09658210701201312
  15. Tan, W.-K, "The relationship between smartphone usage, tourist experience and trip satisfaction in the context of a nature-based destination," Telematics and Informatics, Vol. 34, No. 2, pp. 614-627, May 2017. DOI: https://doi.org/10.1016/j.tele.2016.10.004
  16. Jeong, S. W., Fiore, A. M., Niehm, L. S., & Lorenz, F. O, "The role of experiential value in online shopping," Internet Research, Vol. 19, No. 1, pp. 105-124. Oct 2009. DOI: https://doi.org/10.1108/10662240910927858
  17. Teng, C.-I, "Customization, immersion satisfaction, and online gamer loyalty," Computers in Human Behavior, Vol. 26, No. 6, pp. 1547-1554, Nov 2010. DOI: https://doi.org/10.1016/j.chb.2010.05.029
  18. Fiore, A. M., and Ogle, J. P, "Facilitating students' integration of textiles and clothing subject matter part one: Dimensions of a model and a taxonomy," Clothing and Textiles Research Journal, Vol. 18, No. 1, pp. 31-45, 2000. https://doi.org/10.1177/0887302X0001800104
  19. Bonn, M. A., Joseph-Mathews, S. M., Dai, M., Hayes, S., and Cave, J, "Heritage/cultural attraction atmospherics: Creating the right environment for the heritage/cultural visitor," Journal of Travel Research, Vol. 45, No. 3, pp. 345-354, Feb 2007. DOI: https://doi.org/10.1177/0047287506295947
  20. Arnold, M. J., and Reynolds, K. E., "Hedonic shopping motivations," Journal of retailing, Vol. 79, No. 2, pp. 77-95, Feb 2003. DOI: https://doi.org/10.1016/S0022-4359(03)00007-1
  21. Baker, J., Parasuraman, A., Grewal, D., and Voss, G. B., "The influence of multiple store environment cues on perceived merchandise value and patronage intentions," Journal of marketing, Vol. 66, No. 2, pp. 120-141, Apr 2002. DOI: https://doi.org/10.1509/jmkg.66.2.120.18470
  22. Guzel, F., "The effects of sensory based positive emotions and feelings on post-purchasing behaviour: a research on German tourists," Anatolia: Turizm Arastirmalari Dergisi, Vol. 24, No. 2, pp. 226-236, 2013.
  23. Kensinger, E. A., and Schacter, D. L, "Processing emotional pictures and words: Effects of valence and arousal," Cognitive, Affective, & Behavioral Neuroscience, Vol. 6, No. 2, pp. 110-126, 2006. https://doi.org/10.3758/CABN.6.2.110
  24. Dolcos, F., and Cabeza, R, "Event-related potentials of emotional memory: encoding pleasant, unpleasant, and neutral pictures," Cognitive, Affective, & Behavioral Neuroscience, Vol. 2, No. 3, pp. 252-263, Sep 2002. https://doi.org/10.3758/CABN.2.3.252
  25. Christianson, S. a., and Loftus, E. F, "Memory for traumatic events," Applied cognitive psychology, Vol. 1, No. 4, pp. 225-239, Mar 1987. https://doi.org/10.1002/acp.2350010402
  26. Huang, M., Ali, R., and Liao, J, "The effect of user experience in online games on word of mouth: A pleasurearousal-dominance (PAD) model perspective," Computers in Human Behavior, Vol. 75, pp. 329-338, Oct 2017. DOI: https://doi.org/10.1016/j.chb.2017.05.015
  27. Ladhari, R, "The effect of consumption emotions on satisfaction and word-of-mouth communications," Psychology & Marketing, Vol. 24, No. 12, pp.1085-1108, Dec 2007. DOI: https://doi.org/10.1002/mar.20195
  28. Loureiro, S. M. C., and Ribeiro, L., "Virtual atmosphere: The effect of pleasure, arousal, and delight on word-of-mouth," Journal of Promotion Management, Vol. 20, No. 4, pp. 452-469. Aug 2014. DOI: https://doi.org/10.1080/10496491.2014.930283
  29. Ballantyne, R., Packer, J., and Falk, J, "Visitors' learning for environmental sustainability: Testing short-and long-term impacts of wildlife tourism experiences using structural equation modelling," Tourism management, Vol. 32, No. 6, pp. 1243-1252, Dec 2011. DOI: https://doi.org/10.1016/j.tourman.2010.11.003
  30. Martin, D, "Uncovering unconscious memories and myths for understanding international tourism behavior," Journal of Business Research, Vol. 63, No. 4, pp. 372-383, Apr 2010. DOI: https://doi.org/10.1016/j.jbusres.2009.04.020
  31. Hosany, S., and Witham, M, "Dimensions of cruisers' experiences, satisfaction, and intention to recommend," Journal of Travel Research, Vol. 49, No. 3, pp. 351-364, May 2010. DOI: https://doi.org/10.1177/0047287509346859
  32. Oh, H., Fiore, A. M., and Jeoung, M, "Measuring experience economy concepts: Tourism applications," Journal of Travel Research, Vol. 46, No. 2, pp. 119-132, Nov 2007. DOI: https://doi.org/10.1177/0047287507304039
  33. Park, S. (2016). Tourist experiences and word-of-mouth: The mediating effect of memory (Doctoral dissertation, Kansas State University).
  34. Hair, J. F., Thomas, G., Hult, M., Ringle, C. M., and Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (2nd ed.). Thousand Oakes, CA: Sage.
  35. Fornell, C. G., and Larcker, D. F., "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981. https://doi.org/10.1177/002224378101800104
  36. Sarstedt, M., Ringle, C. M., Henseler, J., & Hair, J. F., "On the emancipation of PLS-SEM: A commentary on Rigdon (2012)," Long range planning, Vol. 47, No. 3, pp. 154-160, June 2014. DOI: https://doi.org/10.1016/j.lrp.2014.02.007