Hyun, Hyowon; Park, Jungkun; Ren, Tianbao; Kim, Hyunjin - In: Arts and the Market 8 (2018) 2, pp. 152-167
Purpose: The purpose of this paper is to establish a framework for millennials’ museum visiting behaviour and to explore the moderating effects of aesthetics and ambience for visiting art museums. This study uses the Stimulus–Organism–Response (S–O–R) model (Mehrabian and Russell,...