The Effects of Self-development, Self-therapy, and Self-presentation Motivations on Quality of Life, Visitor Loyalty, and Omnivorous Cultural Engagement through Visitor Satisfaction in Art Museums: Examining the Moderation Effect of Age and Attitude toward SNS Posting

• Published in: Asia Marketing Journal (Online) Vol. 25; no. 3; pp. 126 - 147
• Main Authors: Yi, Minyeong, La, Suna
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 01.01.2023; Korean Marketing Association
• Subjects: artmuseum; attitudetowardsocialmedia posting(snsposting); omnivorousculturalengagement; self-developmentmotivation; self-presentationmotivation; self-therapymotivation; subjectivequalityoflife(qol); visitorloyalty; visitorsatisfaction; Self-development motivation; Subjective quality of life (QOL); Attitude toward social media posting (SNS posting); Self-therapy motivation; Art museum; Visitor satisfaction; Visitor loyalty; Omnivorous cultural engagement; Self-presentation motivation

This study investigates the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey...