Hermitage museum membership data
The data consists of a sample of 430 respondents. It consists both of members of the Hermitage Museum's membership program and regular visitors at the museum. First, 308 members filled in the questionnaire online after being emailedl. Second, 122 random visitors were surveyed at the museum after they completed their visit. The DV scales were: Cross-buying behavior, Recommendation behavior, Joint visiting behavior, and Recruitment behavior. The mediator scale was: Museum prestige leveraging. The IV scale was: Membership level. In addition, there are a number of control variables (see paper for more details).
Research priority area
- Cultural Heritage & Identity