Understanding users' recommendation intention of online museums: a perspective of the cognition-emotion-behavior theory and the expectation confirmation model
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作者:
Li, Xin
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Yuncheng Univ, Dept Fine Arts & Crafts Design, Yuncheng, Shanxi, Peoples R ChinaYuncheng Univ, Dept Fine Arts & Crafts Design, Yuncheng, Shanxi, Peoples R China
Li, Xin
[1
]
Ma, Zhihong
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Tianjin Sino German Univ Appl Sci, Sch Art, Tianjin, Peoples R ChinaYuncheng Univ, Dept Fine Arts & Crafts Design, Yuncheng, Shanxi, Peoples R China
Ma, Zhihong
[2
]
Wang, Shuai
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Hulunbeier Univ, Acad Fine Arts, Hulunbuir, Inner Mongolia, Peoples R ChinaYuncheng Univ, Dept Fine Arts & Crafts Design, Yuncheng, Shanxi, Peoples R China
Wang, Shuai
[3
]
机构:
[1] Yuncheng Univ, Dept Fine Arts & Crafts Design, Yuncheng, Shanxi, Peoples R China
[2] Tianjin Sino German Univ Appl Sci, Sch Art, Tianjin, Peoples R China
[3] Hulunbeier Univ, Acad Fine Arts, Hulunbuir, Inner Mongolia, Peoples R China
This study explores the stickiness intention and recommendation intention of online museum users. Based on the Cognition-Emotion-Behavior theory and the Expectation Confirmation Model, we proposed a research model to examine the interrelations among users' cognitive perceptions of online museums (i.e., esthetics, perceived usefulness, perceived ease of use, perceived value, and cultural memory), their emotional responses (i.e., cultural identity and satisfaction), and their consequent behavioral intentions (i.e., stickiness intention and recommendation intention). Furthermore, we also examined the moderating effect of cultural motivation. 353 valid responses were received and analyzed with structural equation modeling. The results indicated that (a) Satisfaction and stickiness intention directly and significantly positively predict recommendation intention; (b) Cultural identity does not exert a direct impact on recommendation intention; instead, it indirectly positively predicts recommendation intention through the mediation of satisfaction and stickiness intention; (c) Perceived value and cultural memory play a very prominent role, and they positively influence satisfaction and cultural identity. In light of these findings, implications and recommendations for upcoming research were discussed.
机构:
Univ Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, SpainUniv Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, Spain
Barta, Sergio
;
Gurrea, Raquel
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Univ Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, SpainUniv Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, Spain
Gurrea, Raquel
;
Flavian, Carlos
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Univ Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, SpainUniv Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, Spain
机构:
Univ Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, SpainUniv Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, Spain
Barta, Sergio
;
Gurrea, Raquel
论文数: 0引用数: 0
h-index: 0
机构:
Univ Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, SpainUniv Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, Spain
Gurrea, Raquel
;
Flavian, Carlos
论文数: 0引用数: 0
h-index: 0
机构:
Univ Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, SpainUniv Zaragoza, Mkt Management & Market Res Dept, Gran Via 2, Zaragoza 50005, Spain