Naslov
The Influence of Visitor's Perceptions of Museum's Website Design on Behavioural Intentions

Autori
Lončarić, Dina ; Perišić Prodan, Marina ; Ribarić, Ivana

Izvornik
Ekonomski vjesnik (0353-359X) 29 (2016), 1; 65-79

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prethodno priopćenje, znanstveni

Ključne riječi
museum marketing ; web marketing ; website ; PLS

Sažetak
The purpose of this paper is to examine the impact of museum website design on visitors’ intentions. Three hypotheses were set which assume that the design of the museums’ websites positive influences on the intention of visitors to return to the websites, to personally visit the museums, and on the intention of visitors to recommend the website to their friends and relatives. To achieve the purpose of the research, empirical research was carried out. The respondents evaluated the websites of 145 Croatian museums and responded to questions which indicate their intention of revisiting the website, personally visiting the museums and recommending the website to other people. The hypotheses are tested and confirmed using the partial least squares structural equation modelling (PLS-SEM). This research confirmed the perception of the website design to be a significant predictor of visitors’ intentions regarding website revisits and of visiting the museums personally. Research results have also confirmed a significant and positive impact of visitors’ assessment of the museum website and their intentions to recommend the website to others. The results of this research contribute to the theory and practice. Interpretation and generalization of the findings should be taken with caution because this study used a convenient sample of university students, which does not represent the entire population of museums’ websites users. The research model represents a novelty in the current research studies, since it contains a new dimension “Overall impression” which has the most effect on the positive evaluation of the website.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA