La influencia de las páginas web de los museos en las intenciones de los usuarios

  1. Jesús García-Madariaga 1
  2. Nuria Recuero Virto 1
  3. Francisca Blasco López 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
Esic market

ISSN: 0212-1867

Año de publicación: 2017

Número: 157

Páginas: 369-416

Tipo: Artículo

DOI: 10.7200/ESICM.157.0482.4 DIALNET GOOGLE SCHOLAR

Otras publicaciones en: Esic market

Resumen

Este estudio confirma que las características de la página web de los museos, en concreto: contenido, personalización, facilidad de uso, promoción, emoción y estética, influyen positiva y significativamente en las intenciones de los usuarios de volver a la página web y de visitar el museo físicamente. Esta investigación demuestra un modelo en dos páginas web de museos, concretamente en las del Museo del Prado y del Museo Reina Sofía. Usando análisis multi-grupo basado en mínimos cuadrados parciales (PLS-MGA, en sus iniciales en inglés), se comprobó que la satisfacción no tiene un efecto significativo sobre las intenciones en el caso del Museo del Prado. La investigación confirmó que, en general, la evaluación de la página web influye positiva y significativamente en la percepción que tienen los usuarios del control dentro de la web y en sus intenciones. Las conclusiones revelan importantes contribuciones académicas y de gestión. Los resultados del PLS-MGA demuestran que no hay ninguna diferencia significativa entre los dos museos.

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