3.7. Satisfaction and Brand Loyalty

3.7. Satisfaction and Brand LoyaltyUser satisfaction refers to visitors’ degree of satisfaction with the content they experience [104]. In this study, brand loyalty refers to the customer’s tendency to repurchase a brand, revealed through purchase behavior or brand sales (e.g., actual purchases observed over time) [105,106]. Research on user satisfaction and brand loyalty has been conducted in various contexts. For example, it was found that shopping mall visitor satisfaction has a positive effect on brand loyalty [107], and brand studies in the hotel and restaurant industries have found that brand experiences are driven by customer experience and satisfaction and have positive effects on loyalty [108]. However, there are few empirical studies that examine the effects on user satisfaction and brand loyalty of content display using mixed reality in the context of cultural and artistic visitor attractions. Similar to shopping and restaurant experiences, we expect that satisfaction with mixed reality in this context will have a positive impact on brand loyalty. Therefore, we hypothesize the following:H7: User satisfaction with mixed reality will have a positive effect on brand loyalty.