Exploring the Factors Influencing Audience Satisfaction at Contemporary Art Exhibitions: A Case Study from a Private University in Sichuan, China
Keywords:
Contemporary Art, Exhibition, Audience Satisfaction, Intervention Design ImplementationAbstract
Purpose: The study investigates the impact of utilitarian experience value, hedonic experience value, emotional value, social value, perceived value, aesthetics perceived quality, entertainment perceived quality, escapism perceived quality, education perceived quality on audience satisfaction. Research design, data, and methodology: The research employed the Index of Item-Objective Congruence (IOC) for validity and a Cronbach's Alpha in a pilot test (n=30) for reliability. 240 valid responses from students in a private university in Sichuan were analyzed by multiple linear regression to verify the significant relationship between variables. Following this, 40 students underwent a 13-week Intervention Design Implementation (IDI). Afterward, the quantitative results from post-IDI and pre-IDI were analyzed in the paired-sample t-test for comparison. Results: In multiple linear regression, the study revealed that utilitarian experience value, hedonic experience value, perceived value, aesthetics perceived quality, and education perceived quality have a significant impact on audience satisfaction, while emotional value, social value, entertainment perceived quality, and escapism perceived quality has no significant impact on audience satisfaction. Finally, the results from the paired-sample t-test for comparison demonstrated significant differences between the post-IDI and pre-IDI stages. Conclusions: This research endeavors to provide exhibition planners with better services and theoretical and data support, such as developing a simpler, easier-to-operate, and more accurate audience satisfaction test system or providing more choices and references for the curation of subsequent contemporary art exhibitions.
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