박물관의 정보기술 용이성, 상호작용, 즐거움이 방문객의 만족도 및 재방문에 미치는 구조적 영향관계에 관한 연구

A Study on the structural relationships between perceived ease of use of Information Technology, Interactivity, enjoyment, Satisfaction and Revisit of Museum Visitors: A focus on National Museum of Korea

This study was to examine the structural relationships between museum visitors' perceived easiness of information technology use, experience of interactivity and enjoyment, satisfaction and revisit intention. Based on a review of related literature, a structural equation model among the constructs was developed and tested. In particular, information technology was conceptualized in terms of kiosk, visual media, and PDA and a total of 500 questionnaires were distributed to visitors at the National Museum of Korea. The usable 378 samples were analyzed for the structural equation modelling analysis. Results found that the respondents' perceived easiness of information technology use had a positive influence on their experience of interactivity and enjoyment. Results also indicated that both of the respondents' experience of enjoyment and interactivity positively influenced on their level of visit satisfaction. Finally, results also showed that the respondents' level of visit satisfaction had a positive influence on their revisit intention to national museum of Korea.