전시 무료입장 정책이 관람의도에 미치는 영향: 전시기대와 접근성의 차별적 영향을 중심으로

This study investigated if free entry has any impact on the intention to visit art gallery. In addition, expectations on the exhibit and physical accessibility to the gallery have differential effects on the intention to visit between free and non-free entry policies. We collected 187 responds divided by 4 groups, according to exhibit descriptions with free/non-free entry and easy/difficult access to gallery. In result, we found that free entry does not affect visit intention, as several prior studies suggested(e.g. O’Hare, 1975; O'Hagan, 1995; Luksetich & Partridge, 1997; Lampi & Orth, 2009). Also, we found that while expectations on the exhibit and physical accessibility have positive impact on gallery visit intention under non-free entry condition, those elements do not have any impact under free-entry condition. This implies that gallery visitors may behave differently between when they have to spend money for exhibits and when they do not have to, thus frame effects (Kahneman & Tversky, 1979; Chandran & Morwitz, 2006) arises to gallery visitors' decision making process.