The Impact of Website Quality of Museums on Visitors’ Willingness to Study in Physical Archaeological Site Museums

DOI

10.2991/978-94-6463-803-5_25How to use a DOI?

Keywords

official website; archaeological site museum; empirical research; “cognition-affection-conation” theory; immersion theory

Abstract

The archaeological site museum has important educational significance by showcasing historical relics, artifacts, and related historical backgrounds, allowing visitors to intuitively understand and learn about the past history and culture. The unique geographic spatial characteristics of archaeological site museums affect the willingness of visitors to visit and study in physical museums. By revealing the influencing factors of the official website of the archaeological site museum on the audience’s willingness to further visit and study in physical museums, valuable references are provided for the design and production of the official website of the archaeological site museum. Based on the theory of “cognition-affection-conation” and immersion theory, a relationship model between the official website of a site museum and the willingness of visitors to visit a physical museum is constructed from the dual perspectives of visitors’ cognitive and emotional images of the museum. Taking Zhoukoudian Site Museum as an example, 272 valid questionnaires were collected through online survey, and SPSS and AMOS were used to verify the rationality of the hypothesis model. The information quality of the museum’s official website and the realism created by online virtual venues constructed based on physical exhibition hall have a positive impact on the audience’s cognitive image of the museum; The system quality and service quality of the official website have a positive impact on the audience’s emotional image of the museum. Furthermore, the audience’s cognitive and emotional image of the museum will positively drive their willingness to further experience and study in the physical museum.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xuefeng Ao
AU  - Xiaoping Tian
AU  - Shuisheng Du
PY  - 2025
DA  - 2025/07/31
TI  - The Impact of Website Quality of Museums on Visitors’ Willingness to Study in Physical Archaeological Site Museums
BT  - Proceedings of the 5th International Conference on Internet, Education and Information Technology (IEIT 2025)
PB  - Atlantis Press
SP  - 247
EP  - 261
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-803-5_25
DO  - 10.2991/978-94-6463-803-5_25
ID  - Ao2025
ER  -