Understanding museum visitor satisfaction and revisit intentions through mobile guide system: moderating role of age in museum mobile guide adoption

ABSTRACT

Drawing from the extended technology acceptance model, we develop and test a model that links the perceived characteristics of mobile guide system to visitor satisfaction toward mobile guide system and its effect on overall museum experience. Data were collected from 408 museum visitors who have used mobile guide system in National Museum of Korea. The results found that perceived usefulness (PU), perceived enjoyment, and perceived interactivity had direct positive effects on visitor satisfaction toward mobile guide system. In addition, we found the moderating role of age between PU and satisfaction toward the mobile guide system. Furthermore, this study revealed that the experience of using museum mobile guide system was significantly associated with the overall experience of visiting the museum.

KEYWORDS:

• Museum mobile guide system
• technology acceptance model (TAM)
• satisfaction toward mobile guide system
• satisfaction toward museum experience
• revisit intention

Disclosure statement

No potential conflict of interest was reported by the authors.

ORCID

J. H. Kang http://orcid.org/0000-0002-8659-6970