User Modeling on Social Media for Art Museums and Galleries

This paper shows the results of studying relevant factors for expanding an experience of museum visitors by using social media technology. The constructed questionnaire was used as a tool to elicit the opinion of members in the Facebook fan page of Southeast Asian Ceramics Museum, Bangkok University, Thailand. In this study, there were 222 respondents whose occupations were related to either arts and cultures (42.79 %), and not related to (57.21 %). The results indicated that the perceived usefulness of technology factors and perceived ease of use to technology were related to the expansion of museum visitors experience with social media applications at statistically significant level of 0.01.