Visitor Satisfaction of the Palace Museum Website in China: An Empirical and Integrated Model 

Qiong Dang 

(Vrije Universiteit Brussel, Belgium)

Abstract: In 2001, the website of the Palace Museum was opened to the public, marking that museum’s first step into the digital era in China. Numerous studies and much research has concentrated on how to employ this new technology in order to digitize the museum and its collection. However, little attention has been paid to research regarding visitor satisfaction’s regarding museum websites in China. This research aims to fill the gap. Consequently, this conceptual model has been proposed, and the Palace Museum website was as the research objective. Empirical methodology has been applied and the online survey was created to gather data, which results in a total of 557 questionnaires being analyzed though the SPSS 20.0. The findings demonstrate that system quality, perceived usefulness, perceived usability, and the museum’s image have a positive impact on visitor satisfaction regarding their continuance intention. Furthermore, managerial implications are proposed for museum practitioners.

Key words: visitor satisfaction; the Palace Museum website; TAM; ECSI

         JEL codes: Z3