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To Technovate or not to technovate? : examining the inter-relationship of consumer technology, museum service quality, museum value, and repurchase intent
journal contributionposted on 2017-12-06, 00:00 authored by Margaret HumeMargaret Hume
Increased reliance on technology has driven museums to conside rthe technology required to provide a creative cost effective experience. Technovation is a process of developing and innovating services using technology. This research will contribute to abetter technology investment decision-making for museum managers and advance understanding of consumer value, co-creation, technology use and museums. Structural equation modelling was conducted on a survey administered to 412 museum visitors to test technology efficacy, technology acceptance, service quality, museum value and repeat intent in museums. Results indicate the significant relationships of technology self-efficacy, technology acceptance, service quality, museum value to repurchase intention. Consumers supported the role of technology and suggested that technology innovation in museum service delivery is essential. The research suggests that to ensure value co-creation, technology management must guide and support the visitor with the interaction. This is the first known paper testing this system of relationships in the museum context.
Number of Pages28
PublisherCopyright © Taylor & Francis Group, LLC
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External Author AffiliationsSchool of Business and Law (2013- );
JournalJournal of nonprofit and public sector marketing.