ERG理论视角下沉浸式展览参观者观展动机与效果研究

Research on Visitors' Motivation and Viewing Effect of Immersive Exhibition from the Perspective of ERG Theory

随着各类沉浸式展览井喷式涌现,参观者的观展动机及效果成为评价这种新兴业态发展水平的重要依据。本文基于心理学中的ERG(生存—关系—成长)理论,采用实证研究方法,回收200名沉浸式展览观众的反馈问卷,探究不同观展动机下观众观展效果的区别。研究发现:关系需求和成长需求均能对沉浸程度、主题感悟、正向情绪产生正向影响;成长需求对模型的解释力度大于关系需求,说明成长需求对良好观展效果的作用更重要;持有越强关系需求的观展者倾向拥有更强的负向情绪,但是通过感叹拍照路径后,效应减弱,遮掩效应显著,即感叹拍照有助于缓解因关系需求所带来的负向情绪。本研究为沉浸式展览提供了布展思路的理论参照,帮助策展方和观众思考如何更好地“沉入其中,浸入其内”。

With the explosion of immersive exhibitions,visitors'motivation and effect have become an important basis for evaluating the development level of this emerging industry.Based on the ERG theory,this study uses the empirical research method to collect the questionnaire of 200 immersive exhibition visitors,in order to explore the difference of the audience's effect of immersive exhibition under different motivations.It is found that both relationship needs and growth needs can have positive impact on immersion,theme perception and positive emotion;the growth demand have a stronger explanatory power than the relationship demand in model,which shows that the growth demand plays a more important role in viewing effect;visitors with stronger relationship needs tend to have stronger negative emotion,but after“comment and photograph”path,the effect is weakened,and the suppressing effects of“comment and photograph”is significant,that is,this kind of behavior helps to alleviate the negative emotion caused by the relationship needs.The study provides a theoretical reference for immersive exhibitions planning,and helps the curators and the audience think about how to better“sink and immerse in it”.