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

• Jesús García-Madariaga ^[1] ; Nuria Recuero Virto ^[1] ; Francisca Blasco López ^[1]
  1. [1] Universidad Complutense de Madrid

     Universidad Complutense de Madrid

     Madrid, España

     
• Localización: Esic market, ISSN 0212-1867, Nº 157, 2017, págs. 369-416
• Idioma: español
• DOI: 10.7200/esicm.157.0482.4
• Títulos paralelos:
  • The influence of museums? websites on users? intentions
• Enlaces
  • Texto completo  1 (pdf)   2 (pdf) 
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    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.

  • English

    This study confirms that museums’ website features – content, made for the medium, ease of use, promotion, emotion and aesthetics – positively and significantly influence users’ intentions of revisiting the website and visiting of it physically. This research empirically tests a model in two museum’s websites, namely the Prado Museum and the Reina Sofia Museum. Using Partial Least Squares-based Multi-Group analysis (PLS-MGA), it was proved that satisfaction does not have a significant effect on intentions in the case of Prado Museum. The research confirmed that overall, website evaluation positively and significantly influences users’ perception of their control within the website and their intentions. The findings reveal significant academic and managerial contributions. The PLS-MGA results demonstrate that there are no significant differences between the two museums.

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