| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 94 === The interactive media and hypermedia were presented to advance the physical environment conceptual framework for exploring the experiential value on customer behavioral intentions. (word of mouth and revisit intention) The author attempted to explain the relationships among physical environment (ambient factor, design factor, social factor and interactive media and hypermedia), experiential value, and customer behavioral intentions in the museum industry. The data were obtained from a sample of 457 museum visitors. The findings are threefold. First, experiential value (consumer return on investment, service excellence, aesthetics, and playfulness) has a positive impact on the behavioral intentions of visitors. Second, the social factor didn’t have significant effects on playfulness and consumer return on investment. Third, design factor didn’t have significant effects on service excellence. Theoretical and managerial implications of the findings will be discussed, and future research directions are proposed.
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