The Formation of Visitors’ Usage Intention to Online Reservation System of Museum: Based on a Multi-Group Structural Equation Modeling
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With the diverse digitalization of museum service, online reservation system of museum has been one of the management strategies to enhance museum visitors’ experience. The study integrates Information System Success Model and Technology Acceptance Model with the moderating role of generational differences to explore the psychological mechanism of visitors’ usage intention. As results, it was empirically investigated that museum visitors perceived ease of use didn’t predict their usage intention for the whole sample. While other proposed relationships have all been confirmed. Moreover, X and Z generational discrepancies exist on the relationship between perceived ease of use and usage intention. Consequently, the study could provide implications to the promotion of digitalized service of museum and generational differences confirmed by the present study could serve as a research paradigm for future research pertinent to online reservation of museums.
Abstract
With the diverse digitalization of museum service, online reservation system of museum has been one of the management strategies to enhance museum visitors’ experience. The study integrates Information System Success Model and Technology Acceptance Model with the moderating role of generational differences to explore the psychological mechanism of visitors’ usage intention. As results, it was empirically investigated that museum visitors perceived ease of use didn’t predict their usage intention for the whole sample. While other proposed relationships have all been confirmed. Moreover, X and Z generational discrepancies exist on the relationship between perceived ease of use and usage intention. Consequently, the study could provide implications to the promotion of digitalized service of museum and generational differences confirmed by the present study could serve as a research paradigm for future research pertinent to online reservation of museums.