Studying the Factors of Virtual Museum Design on the Visitors’ Intention and Satisfaction

Abstract

This study is to suggest a plan for attracting visitors who are a requisite for the survival of museums by combining design factors that visitors can most easily recognize in virtual museums and linking the satisfaction of visitors through the research on the relationship between the design factors of virtual museums in national museums and the satisfaction of visitors. To meet the purpose of the study, the theoretical basis of virtual museum, design factor, satisfaction, and intention to visit was examined through domestic and foreign literature and previous studies. Based on this, research the model and research hypothesis were set up and verified through empirical research. For a more empirical study, after the suitability of the questionnaire through previous studies was examined, 400 questionnaires were distributed to visitors who visited the enterprise exhibition hall in the metropolitan area of Korea. Of these, 340 were used as the final analysis data. The collected questionnaires were analyzed by demographic analysis, descriptive statistics analysis, validity and reliability analysis, correlation analysis, and multiple regression analysis using SPSS Ver. 25. Based on the results of the empirical statistical analysis, the study set the direction of the research considering the realistic meaning of the research results. Through the empirical analysis of this study, it was found that the satisfaction with the design factors of colour, graphics, and letters visitors to the virtual museum lead the s to a positive intention of visiting the museum based on the future existence and operation. Therefore, while the promotion of museum collections or museum-related products is very important when the operation or opening of a virtual museum is intended, the persons concerned should recognize that improvement of design factors is an important thing to induce the audience’s on-site visit. In this regard, this study implies that it found out that design factors are important aspects attracting visitors and suggested the direction of maintenance and operation of museums. In future studies, it is required to expand the selection of objects for the operation and maintenance of private museums, not national museums. In addition to the design factors presented in this study, it is necessary to research to maximize the efficiency of the virtual museum operation through the verification of various design-related factors.