Abstract
Based on the stimulus - organism - response theory, this paper analyzes the influence mechanism of museum website creativity on customer citizenship behavior. Through the empirical analysis of 268 questionnaires, the results show that the three dimensions of website creativity, aesthetics, novelty and ease of use, all have significant positive effects on flow experience; Aesthetic, novelty and ease of use have significant positive effects on customer recommendation behavior and customer feedback behavior. Flow experience has significant positive influence on customer recommendation behavior and customer feedback behavior. Flow experience plays a mediating role in the influence of aesthetics, novelty and ease of use on customer recommendation behavior and customer feedback behavior.
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