Factors Affecting Viewers' Satisfaction In Virtual Art Exhibition

Abstract

The devastating effects of the COVID-19 global pandemic has forced most business transactions to shift from the conventional approach to the online medium to ensure their sustainability during this critical period. Artists are also transforming their approach from physical exhibitions to virtual exhibitions to ensure their business sustainability. Conventional or physical exhibitions draw large audiences; however, due to the COVID-19 global pandemic, such gatherings are strictly prohibited. Thus, virtual museum exhibitions will continue to be organised in the future, therefore, knowledge about factors that affect virtual exhibitions will be in demand.This cross-sectional study intended to examine the influence of technological, aesthetic and individual factors on viewers' satisfaction when experiencing a Virtual Art Exhibition. Data collection was carried out from May to June 2021 using an electronic questionnaire (google form) as a study tool, which was adapted from previous studies. Viewers of virtual art exhibitions were the unit of analysis and selected using the purposive sampling technique. Several virtual art exhibitions premiering in Melaka during the COVID-19 pandemic were identified. Data were analysed using the SPSS 27 software involving correlations and multivariate analyses.Findings reveal that only two factors were found to significantly influence viewers' satisfaction, namely the aesthetic value and individual (viewer) factors. This empirical evidence has outlined the fundamental aspects that will serve as a guideline for artists by considering the aesthetic value and individual factors in preparing for future virtual exhibitions as well as highlighting the importance of the technological factor in improving viewers' satisfaction.