FACTORS INFLUENCING UNIVERSITY STUDENTS' SATISFACTION WITH ART EXHIBITIONS: THE CASE OF AN ART COLLEGE IN YUNNAN, CHINA
Article Sidebar
Main Article Content
บทคัดย่อ
This study aimed to investigate the key factors influencing satisfaction with art exhibitions, specifically among students from an art college in Yunnan, China. The research focused on six potential influencing factors: perceived communication, perceived trust, service, product, social value, and emotional value. A quantitative methodology was employed. Data were collected via a questionnaire survey from a sample of 90 students and analyzed using Multiple Linear Regression (MLR) to test the relationships between these factors and overall satisfaction.
The analysis revealed that students' satisfaction is significantly and positively influenced by perceived communication, perceived trust, service, and emotional value. Interestingly, the product dimension (representing the artwork and exhibition content itself) showed a significant negative impact. In contrast, social value was found to have no statistically significant effect on satisfaction in this context. These findings suggest that for this student group, the quality of communication, trust in the exhibition, and emotional engagement are more critical drivers of satisfaction than the intrinsic quality of the artworks or the social aspects of the visit.
Article Details
เอกสารอ้างอิง
Alebakis, K. (2012). Grace Kelly exhibition smashes visitor records. Bendigo Advertiser. http://www.bendigoadvertiser.com.au/story/138194/grace-kel ly-exhibition-smashes-visitor-records/
Barber, M. B., & Venkatraman, M. (1986). The determinants of satisfaction for a high involvement product: Three rival hypotheses and their implications in the health care context. Advances in Consumer Research, 13, 491–496.
Cao, Y. X., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison. Asia Pacific Journal of Marketing and Logistics, 30(2), 400–416. https://doi.org/10.1108/APJML-04-2017-0078
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244–249. https://doi.org/10.1177/002224376500200303
Evans, J., Bridson, K., & Rentschler, R. (2012). Drivers, impediments and manifestations of brand orientation: An international museum study. European Journal of Marketing, 46(11/12), 1457–1475. https://doi.org/ 10.1108/03090561211259956
Lee, D. H. (2020). The impact of exhibition service quality on general attendees’ satisfaction through distinct mediating roles of perceived value. Asia Pacific Journal of Marketing and Logistics, 32(3), 793–816. https://doi. org/10.1108/APJML-04-2019-0250
Massoud, M., Song, C., Wong, W.-K., Tran, A. T., & Ochirt, E. (2022). The invigorating influence of relationship marketing on purchase intention in fine arts sector. Asia-Pacific Journal of Business Administration, 14(4), 573–591. https://doi.org/10.1108/APJBA-05-2021-0208
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
Petter, S., DeLone, W., & McLean, E. (2013). Information systems success: The quest for the independent variables. Journal of Management Information Systems, 29(4), 7–61. https://doi.org/10.2753/MIS0742-1222 290401
Rentschler, R., & Gilmore, A. (2002). Museums: Discovering services marketing. International Journal of Arts Management, 5(1), 62–72.
Song, H. J., Bae, S. Y., & Lee, C. K. (2017). Identifying antecedents and outcomes of festival satisfaction: The case of a cosmetics & beauty expo. International Journal of Contemporary Hospitality Management, 29(3), 947–965. https://doi.org/10.1108/IJCHM-10-2015-0596
Yi, Y. (1990). A critical review of consumer satisfaction. In V. A. Zeithaml (Ed.), Review of marketing (pp. 68–123). American Marketing Association.
