VR 기반 몰입형 전시회의 관람객 경험과 소비행동에 관한 실증적 분석: 체험 경제 이론을 바탕으로

This study aimed to empirically analyze how visitors’ experiential engagement in VR-based immersive exhibitions influences their consumption behavior, grounded in the theory of the experience economy. To this end, four experiential elements (educational, entertainment, aesthetic, and immersive experiences) were examined in relation to their effects on exhibition satisfaction and consumption behavior, with exhibition satisfaction as a mediating variable. Furthermore, the moderating and moderated mediation effects of visitors’ familiarity with the exhibition topic and media exposure were comprehensively analyzed. The findings revealed that all four experiential factors positively influenced consumption behavior, with immersive experience exerting the strongest effect. Exhibition satisfaction was found to significantly mediate the relationship between VR exhibition characteristics and consumption behavior, indicating that more positive emotional experiences during the exhibition are more likely to lead to consumer actions. Additionally, both topic familiarity and media exposure strengthened this mediating relationship, highlighting their roles as important moderating variables. These results suggest that maximizing the effectiveness of VR exhibitions requires not only immersive experience design but also pre-visit information provision and strategic media promotion.