As with any study, a number of limitations should be acknowledged when interpreting the results. First, all three studied web sections dealt with Chinese fine art, painting, and calligraphy, a topic which may not have been interesting to some participants, although their participation was voluntary. Second, most of the participants were subscribers to the NPM e-newsletter and may not necessarily be representative of the general public. Third, this study took the website end users' views, focusing on the users' needs and their perceptions of web enjoyment experience. Fourth, from the research design aspect, studies undertaken to produce new knowledge need to reflect reality and to be certifiable and reliable [58]. Although this study was conducted within an operational museum website, there may be a gap between the current research results and the broader real-world phenomenon, due to national or cultural differences. Thus, further studies are needed to extend the generalizability of this study to different contexts and different countries.