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Key factors maximizing art museum visitors' satisfaction, commitment, and post-purchase intentions

Title
Key factors maximizing art museum visitors' satisfaction, commitment, and post-purchase intentions
Author
현성협
Keywords
Art museum; behavioral intentions; image congruence; satisfaction; visitors
Issue Date
2017-08
Publisher
ROUTLEDGE JOURNALS
Citation
ASIA PACIFIC JOURNAL OF TOURISM RESEARCH, v. 22, no. 8, page. 834-849
Abstract
As there is a lack of empirical research examining art museum visitors' post-purchase behaviors, this study tested the theoretical associations among image congruence, quality, affective experiences, satisfaction, and commitment to build a sturdy model of behavioral intentions. The concept of involvement was also included as a moderator. A field survey at art museums was conducted. The level of construct validity and reliability for all variables were satisfactory. Results of the structural model revealed that the proposed theoretical framework sufficiently accounted for the variance in intentions. Satisfaction was of greatest importance in generating intentions. Commitment and satisfaction acted as important mediators. Among nine hypothesized direct linkages, eight hypotheses were supported. Findings from the invariance model assessment supported the moderating influence of involvement on the relationships among quality, satisfaction, commitment, and intentions. The strength of such relationships among these variables was greater when museum visitors' involvement level was high.
URI
https://www.tandfonline.com/doi/full/10.1080/10941665.2017.1345771https://repository.hanyang.ac.kr/handle/20.500.11754/115090
ISSN
1094-1665; 1741-6507
DOI
10.1080/10941665.2017.1345771
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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