Korean Association of Arts Management (예술경영연구)

  • Issue 58
  • /
  • Pages.121-152
  • /
  • 2021
  • /
  • 1598-3870(pISSN)
  • /
  • 2765-5830(eISSN)
Korean Association of Arts Management (한국예술경영학회)
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A Study on the Moderating Factors of the Relationship between Artwork Color Series and Visitor Satisfaction in Commercial Spaces

상업공간에서 미술품 색 계열과 방문객 만족도 관계의 조절요인에 관한 연구

  • 왕연주 (홍익대학교 대학원 문화예술경영학과) ;
  • 이승현 (홍익대학교 대학원 문화예술경영학과) ;
  • 배지혜 (홍익대학교 대학원 문화예술경영학과) ;
  • 김선영 (홍익대학교 대학원 문화예술경영학과)
  • Received : 2021.04.12
  • Accepted : 2021.05.24
  • Published : 2021.05.31
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Abstract

This study attempted to analyze the effect of the color series of artworks installed as environmental stimuli in commercial spaces on the satisfaction of visitors and the moderating effect of the relationship. To this end, based on the SOR model of Stimulate-Organism-Response applied to burial environment research in the field of environmental psychology, and the preceding research using the SOR model, artwork color series(S)-mood and spaace amenity(O)-A research framework for satisfaction(R) was developed. In the experiment, an online questionnaire was conducted for domestic college students and graduate students by producing images with two conditions depending on the case where warm colors and cold colors were installed for the color series of artworks. As a result of verifying the difference in satisfaction of respondents corresponding to the two conditions through regression analysis, it was found that the warm color(vs. cold color) of the artwork color series induces higher visitor satisfaction. In addition, as a result of verifying the controlling factors of mood and space amenity variables in this relationship of influence, a significant moderating effect was found when the positive mood of warm colors(vs. cold colors) in the artwork color series was felt higher than the average. And, of the four types of space amenity, it was found that a significant moderating effect appeared when only comfort and aesthetics were measured as moderating variables. The result of this study proves that the warm color series of artworks that stimulate the physical environment of commercial spaces has a more positive effect on the satisfaction of visitors than the cold color series, and this is reinforced by positive mood, comfort, and aesthetics. It adds understanding and provides useful implications for marketing strategies for building an effective spatial image.

본 연구는 상업공간에 환경적 자극으로 설치된 미술품 색 계열이 방문객의 만족도에 미치는 영향과 그 영향 관계의 조절효과를 분석하고자 하였다. 이를 위해 환경 심리학 분야의 매장환경 연구에 적용된 자극(Stimulate).유기체(Organism).행동 반응(Response)의 SOR 모형과 이를 이용한 선행연구를 토대로 미술품 색 계열(S) .기분 및 공간 어메니티(O).만족도(R)의 연구 프레임워크를 개발하였다. 실험은 미술품의 색 계열에 대해 난색과 한색이 설치된 이미지를 제작하여 두 집단 간 응답자가 반응하는 만족도 차이를 조사했다. 회귀분석을 통해 검증한 결과 미술품 색계열은 난색(vs. 한색)이 설치된 경우 더 높은 방문객의 만족도를 유도한다는 것을 발견했다. 또한, 이러한 영향 관계에 있어서 기분과 공간 어메니티 유형의 조절요인을 분석한 결과 미술품 색 계열의 난색(vs. 한색)이 주는 긍정적 기분을 평균보다 더 높게 느꼈을 때, 공간 어메니티의 네 가지 유형 중 쾌적성과 심미성만을 더 높게 인지했을 때 각각 유의한 조절효과가 나타난다는 것을 발견했다. 본 연구 결과는 상업공간의 물리적 환경을 자극하는 미술품의 난색 계열이 한색 계열에 비해 방문객의 만족도에 더 긍정적인 영향을 미치고, 이것은 긍정적 기분 및 쾌적성, 심미성에 따라 강화된다는 것을 증명함으로써 기존 문헌의 이해를 추가하고 효과적인 마케팅 전략에 유용한 시사점을 제공한다.

Keywords

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