Ren-Jye Shiau

Department of Marketing

National Chung-Hsing University, Taiwan, R.O.C.

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Kuei-Ling Hu

Department of Accounting Information

National Taipei University of Business, Taipei, Taiwan, R.O.C.

*(Corresponding Author) This email address is being protected from spambots. You need JavaScript enabled to view it.


Museums play an important role in both the cultural and creative aspects of a region by providing education to the public, aesthetic functionality, and a place of leisure. Museum exhibits facilitate the public’s understanding of significant cultural goods and events, providing a sense of pleasure and well-being associated with the experi-ence. This study aims to probe into the behavioral intention of consumers with regards to the purchase of cultural goods from museums. Furthermore, we attempt to under-stand how the features provided by the museum itself can influence the behavioral intention of consumers by using communication, trust, and consumer value as research variables. The study targeted individuals who had visited museum exhibits within a six-month time frame. A total of 405 valid questionnaires were returned, representing 89.4% of total effective sample. The results of the hypotheses tested demonstrate that utilitarian value, trust, and interpretation of meaning were associated with asignificantly positive impact on intention of purchase. Therefore, our findings offer valuable guidance to museums seeking to improve their marketing programs.

Key words: museums; communication; trust; consumer value; behavioral intention

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