미술관과 전시의 정체성 일치가 미술관 장소애착에 미치는 영향

Abstract

In this study, we show that the degree to which the museum's identity matches the exhibition's identity affects processing fluency of the exhibition and aesthetic experience in the museum. Data were collected and analyzed for four representative museums in Korea. The results of a multiple mediation analysis and a moderated mediation analysis revealed that when museum visitors perceive the exhibition to go well with the museum, fluency in processing the exhibition increases aesthetic experience of the museum, which in turn generates place attachment. In addition, when the identity of the museum and that of the exhibition matches, the fit has a significant positive effect on the content creation intention especially among the visitors with high holistic thinking tendency.