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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 contribution
posted 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.

History

Volume

27

Start Page

155

End Page

182

Number of Pages

28

ISSN

1049-5142

Location

UK

Publisher

Copyright © Taylor & Francis Group, LLC

Language

en-aus

Peer Reviewed

  • Yes

Open Access

  • No

External Author Affiliations

School of Business and Law (2013- );

Era Eligible

  • Yes

Journal

Journal of nonprofit and public sector marketing.