Abstract

Museums have employed mobile modes of communication for decades: pamphlets and audio tours. The popularity of mobile technology prompted museums to integrate mobile experiences with personal devices. A survey collected information from the Memorial Art Gallery (MAG) email list to understand adoption of MAG's mobile experience through the lens of the technology acceptance model to learn how perceived usefulness and perceived ease of use influence visitors use or intent to use MAGart 2.0. The study proposed two museum specific variables, MAG frequency of visitation and MAG engagement, to examine adoption of MAGart 2.0. Results suggest behavioral intention and actual use of MAGart 2.0 are positively related to perceived usefulness, perceived ease of use, MAG frequency of visitation, and MAG engagement.

Library of Congress Subject Headings

University of Rochester. Memorial Art Gallery; Museum visitors--Attitudes; Mobile communication systems; Museum techniques

Publication Date

8-8-2014

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)

Advisor

Bruce Austin

Advisor/Committee Member

Tina Olsin Lent

Advisor/Committee Member

Rudy Pugliese

Comments

Physical copy available from RIT's Wallace Library at AM7 .T33 2014

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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