Factors Affecting Satisfaction with Media Art Experiences and Intention to Re-experience: Focusing on Interactivity, Presence, and Flow

(En anglais seulement)

Deyon Lee

Doyeon Lee received her B.S. degree in both German Language and Literature & Mass Communication and Journalism from Sungkyunkwan University in 2018. She is an Integrated PhD program student in the department of Media and Communication, Sungkyunkwan University. Her research interests include media industry, deep learning, and virtual reality. 

ABSTRACT
This study examines whether interacting with media art exhibitions leads to satisfaction and re-experience intention through presence and flow. To this end, interactivity was divided into P2S (Person to System), P2P (Person to Person), and P2A (Person to Artist) according to the interaction targets, and the impact of each type of interactivity was examined in terms of presence and flow. In addition, satisfaction—which was mediated by presence and flow—was divided into artistic and technical aspects of media art. To verify the research hypothesis informed by the theoretical basis and previous studies, 220 responses were collected and subjected to PLS-SEM analysis. The results showed that only the P2A factor of interactivity influenced presence, while the P2S and P2A factors of interactivity influenced flow; the P2P factor of interactivity did not significantly affect either presence or flow. It was found that presence had a positive effect on flow, and that presence only had a significant effect on the satisfaction with the media art system, as it did not have a significant effect on the satisfaction with the media artwork. Meanwhile, flow was found to have a significant effect on both satisfaction with media artwork and satisfaction with the media art system. Finally, it was found that both media artwork satisfaction and media art system satisfaction had positive effects on re-experience intention. At the end of this study, academic and practical contributions are discussed based on the research results.

KEYWORDS
Media art, interactivity, presence, flow, media artwork satisfaction, media art system satisfaction