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RESEARCH PRODUCT
Quelles stratégies pour les musées sur internet ? Entre " click and mortar " et " mortar and click "
Dominique Bourgeon-renaultLaurence GraillotRémi MencarelliJean-françois NotebaertMathilde PulhSéverine Marteaux-mencarellisubject
media_common.quotation_subjectsite Internetqualité.word-of-mouthconfiance0502 economics and businessclick and mortar strategyinternet websitemusée[ SHS.GESTION ] Humanities and Social Sciences/Business administrationComputingMilieux_MISCELLANEOUSmedia_commonquality.museuminternet websiteclick and mortar strategyword-of-mouthtrustquality.muséesite Internetstratégie click and mortarbouche à oreilleconfiancesatisfactionqualité.business.industrymuseum05 social sciencessatisfactiontrustArtbouche à oreille[SHS.GESTION]Humanities and Social Sciences/Business administration050211 marketingThe InternetMortarstratégie click and mortarbusiness[SHS.GESTION] Humanities and Social Sciences/Business administrationHumanities050203 business & managementdescription
Many companies now use the Internet as part of a click & mortar strategy. This strategy is also used in the museum field, but its consequences have not been evaluated yet. A quantitative study carried out on a sample of 388 visitors, at the Bibracte Museum (France), indicates that the quality of an internet website, as well as the satisfaction and trust experienced by Internet users when browsing, have direct positive influence on word-of mouth and the actual museum visit. It seems therefore appropriate to integrate the internet website to the whole management of cultural and artistic activities, without forgetting to take into account the specificities of this particular field.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2011-09-21 |