Using a matrix as an exponent isn't any more comprehensible than an imaginary number to me. If it works for you, that's great, but it's not much help to me.
Think of exponentiation of some number 'a' as in-between its integer powers: 'a^1.5' is kind-of half-way between 'a' and 'a^2'.
If you plot all the integer powers of 'a', they all belong to a curve and the exponential simply fills-in the gaps for non-integer exponents.
Now, there are many possible ways to fill the gaps but the exponential does it so that a^m * a^n = a^{m+n} holds even for non-integer numbers m and n.
Similarly, if you take integer powers of a complex number, they all lie on some curve and the exponential fills-in the gaps, again turning sums into products. The same works with matrices, and so on.
If you plot all the integer powers of 'a', they all belong to a curve and the exponential simply fills-in the gaps for non-integer exponents.
Now, there are many possible ways to fill the gaps but the exponential does it so that a^m * a^n = a^{m+n} holds even for non-integer numbers m and n.
Similarly, if you take integer powers of a complex number, they all lie on some curve and the exponential fills-in the gaps, again turning sums into products. The same works with matrices, and so on.