미술관 선택속성이 관람 만족과 관람객 이니셔티브에 미치는 영향

This study aims to examine the process through which museum visitors' exhibition experiences extend into visitor initiative, defined as the voluntary intention to plan and enact new forms of action beyond passive viewing. To this end, museum choice attributes were operationalized as five dimensions-exhibition content, museum image, visitor convenience and safety, accessibility of location and information, and participatory programs and supplementary experiences-and specified as independent variables. Visitor satisfaction was introduced as a mediating variable, while visitor initiative was set as the dependent variable. The proposed research model was tested using multiple regression analysis, hierarchical regression analysis, and the Sobel test. The results indicate that museum image and participatory programs and supplementary experiences exert a positive effect on visitor initiative, whereas visitor convenience and safety show a negative effect. In contrast, exhibition content influences visitor initiative only indirectly through visitor satisfaction, exhibiting a full mediation effect. These findings demonstrate that museum choice attributes operate within a hierarchical and sequential relationship between satisfaction and initiative. The study suggests that, in order to transform museum visitors from passive attendees into active agents of co-planning and practice, museums should adopt an integrated strategy that combines high-quality exhibition content, a strong museum image, and well-designed participatory programs, thereby fostering visitor satisfaction that can lead to voluntary and proactive engagement.