Title: Digital museums anyone? Consumer perceptions for digital cultural consumption in a developing country

Authors: Soniya Billore

Addresses: Department of Marketing, School of Business and Economics, Linnaeus University, Växjö, 35254, Sweden

Abstract: Museums are essential to cultural consumption, heritage and knowledge. In the scenario of the global pandemic, digital museums can be a relevant solution for consumers' cultural consumption in the safety of their homes. However, more research is needed for assessing consumers' acceptance of technology and the intention to use digital museums. Data was collected from 125 urban consumers in India and was analysed via the TAM model through linear regression. Results indicated that perceived usefulness has a stronger impact than perceived ease of use but both positively impact attitude and intention to use. To the best of the author's knowledge, this research is the first of its kind that explores consumers' perceptions for digital museums in India. Academic contributions are done in testing this issue through TAM and the practical implication is identifying a positive scenario for reinforcing digital museums as a new form of digital markets for cultural consumption.

Keywords: consumer behaviour; cultural consumption; technology acceptance model; TAM; digital museums; perceived usefulness; perceived ease of use; PEOU; India.

DOI: 10.1504/IJMP.2023.127677

International Journal of Management Practice, 2023 Vol.16 No.1, pp.1 - 17

Received: 20 Jul 2020
Accepted: 11 Jun 2021
Published online: 14 Dec 2022 *