Emphasizing that museum
attendance is primarily a social activity, Bourdieu and Darbel [12]
highlighted the crucial role played by relatives and other intimates
thought to have a disproportionate influence on high culture
choices. In a qualitative study, Burton [15] identified six consumer
patterns for leisure consumption. One of them is the category of
‘‘peer driven’’ consumers, who rely on others’ decisions to choose
their cultural activities (p. 66). As a result, friends, family, or mediacan influence intentions, particularly for young people who care
about their self-image. Moreover, people often go to museums
with family or friends since they prefer company while visiting a
museum [24]. Therefore, personal relationships can influence a
decision to visit a museum or its surrogate (website). Accordingly,
we propose the following hypotheses: