The influence of museums’ websites on users’ intentions

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.