TY - JOUR
AU1 - Garcia-Madariaga, Jesús
AU2 - Recuero Virto, Nuria
AU3 - Blasco López, Maria Francisca
AU4 - Aldas Manzano, Joaquín
AB - Studies that examine users’ perceptions of museum’s website quality are scarce. The purpouse of this paper is to propose a multi-group comparison between two superstar museums to outline the variables that define website quality regarding museum websites towards achieving e-loyalty, trust and perceived control.Design/methodology/approachThe sample comprised 305 valid online questionnaires, collected from a panel survey using a quota-sampling technique. The proposed model was tested using partial least squares analysis multi-group comparison between Prado and Thyssen-Bornemisza museum websites.FindingsWebsite quality plays a determinant role in users’ behavioural outcomes. As evidenced in the results for the first time in a museum setting, website quality has the potential of influencing e-loyalty, trust and perceived control. Besides, trust has a positive influence on e-loyalty and perceived control, on trust. The multi-group comparison revealed no significant differences between the two museum superstars, which offer highly useful insights for the correct design of these websites.Originality/valueThis research addresses a multi-group comparison using partial least squares, a quite recent technique that advances knowledge regarding this method. It contributes to knowledge museum website management and online literature by means of proposing website quality as a dimension that includes content, ease of understanding, emotion, informational fit-to-task, promotion and visual appeal and by revealing significant effects of the relationships of the proposed model. Museum managers are provided with valuable inputs to design websites in an appropriate and suitable way for their users so they will be more willing to repeat their navigation experience.
TI - Optimizing website quality: the case of two superstar museum websites
JF - International Journal of Culture Tourism and Hospitality Research
DO - 10.1108/ijcthr-06-2018-0074
DA - 2019-05-24
UR - https://www.deepdyve.com/lp/emerald-publishing/optimizing-website-quality-the-case-of-two-superstar-museum-websites-oPc0zy2QBo
SP - 16
EP - 36
VL - 13
IS - 1
DP - DeepDyve
ER -