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

Research reveals that the quality of museum websites significantly influences visitors' willingness to engage with physical archaeological site museums. Specifically, high information quality and realistic virtual representations on official websites enhance visitors' cognitive understanding, while strong system and service quality foster positive emotional connections. These factors collectively drive greater interest in physical site visits and studies. The study, based on a questionnaire survey of 272 participants at the Zhoukoudian Site Museum, used SPSS and AMOS to validate its model, which integrates 'cognition-affection-conation' theory and immersion theory. Findings offer actionable insights for improving museum website design to boost educational engagement.

Ao, X., Tian, X., & Du, S. (2025). The Impact of Website Quality of Museums on Visitors’ Willingness to Study in Physical Archaeological Site Museums. Proceedings of the 5th International Conference on Internet, Education and Information Technology (IEIT 2025), 247–261. https://doi.org/10.2991/978-94-6463-803-5_25