A Structural Analysis of the Effects of Media Facade Content Quality on Experiential Value and Behavioral Intention

[Purpose] This study aims to analyze how the quality of media facade content influences experiential value factors—namely sensory, emotional, and cognitive value—and to empirically examine the structural relationships in which these values affect immersion, perceived originality, place attachment, and behavioral intention. As media facades have evolved from decorative lighting installations into urban experiential media that deliver artistic and symbolic messages. [Methods] A survey was conducted with 335 Korean adults who had experienced a media facade within the past six months. The collected data were analyzed using SPSS 27.0 and AMOS 23.0. Validity and reliability were verified through exploratory and confirmatory factor analyses, and hypotheses were tested through path analysis focusing on direct effects among variables. [Results] The results show that content quality had a significant positive effect on all three experiential value dimensions. Sensory value significantly influenced immersion, and cognitive value significantly affected perceived originality. Immersion positively impacted place attachment, which in turn positively influenced behavioral intention. In contrast, the effects of emotional value on immersion and of perceived originality on place attachment were not statistically significant. These findings suggest that while sensory and cognitive stimuli enhance users’ engagement and spatial bonding, emotional responses and perceived originality alone may not directly lead to place attachment. [Implications] This study expands the theoretical scope of research on urban media art and experiential marketing by empirically identifying the direct effects of sensory, emotional, and cognitive values on immersion, place attachment, and behavioral intention. The results highlight that sensory and cognitive stimuli are critical in strengthening immersive experiences and spatial bonds, whereas emotional reactions alone may not sustain engagement. Practically, this suggests that content design emphasizing visual and auditory quality, informational clarity, and cognitive engagement is essential for enhancing experiential value and reinforcing place attachment.