| Fine art gallery websites are not fulfilling their potential of engaging their web audiences. For the most part, gallery websites function as little more than web brochures that contain facts, images, and photos of the gallery. Today, websites have the ability to be interactive devices that allow different members of the web audience to have meaningful experiences online. The purpose of this paper will be to hone in on art collectors and focus on how this group of people becomes engaged on art gallery websites. Therefore, the object of the study is: 1) to discover the aspects of fine art gallery websites that engage art collectors, 2) to find out which aspects of the website take away from the art collector's experience, making it harder to achieve the art gallery's goals, and 3) to determine ways to make gallery websites more engaging. |
