期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2019
卷号：97
期号：10
页码：2713-2724
出版社：Journal of Theoretical and Applied
摘要：Recently, museum management in Indonesia use social media for creating the museum profiles and sharing information about the exhibitions, services, museum activities, and collections. However, the research on the phenomenon of applying social media marketing to museums has been investigated by international researchers, but has never been done by researchers in Indonesia. This study has a focus on testing whether the Museum Facebook Fan Page User Experience is a mediator or moderator variable between user motivations and user expectations of intention to use Facebook Museum Fan page and whether the online community involvement moderates the relation between the Facebook Fan Page usage intention to the visit museum intention. The research design is the quantitative approach. Data was collected using a questionnaire distributed to followers of the museum Facebook Fan Page in Indonesia. The researchers was randomly select the museum Facebook Fan Page and online cultural community Facebook groups in Indonesia. The sample size was 270 respondents. The data analysis is the Structural Equation Modeling analysis method using AMOS Ver. 22. In this study, eight hypotheses are accepted and one hypothesis is rejected. The r2 of the Facebook Fan Page usage intention is 0.446, it means that the variable can be explained by user expectations, user motivations, and Facebook Fan Page User Experience. The r2 of the visit museum intention is 0.350, it means that the variable can be explained by the Facebook Fan Page User Experience and online community involvement. The contribution of this research is to contribute the Facebook Adoption model that accommodates the Facebook Fan Page usage experience and the online community involvement for marketing and cultural education in the Museum industry in Indonesia.
关键词：Facebook Fan Page User Experience; User Motivations; User Expectations; Online Community Involvement; the Facebook Fan Page Usage Intention; the Visit Museum Intention
