Female perceptions of gender-themed exhibitions: An expectation-confirmation model approach

Gender-themed exhibitions are exhibition that displays stories of gender (women) through arts and photography. While these exhibitions are gaining popularity among female visitors, their perceptions of such exhibitions remain unknown. Based on the expectation-confirmation model, this study develops an integrated model that examines the relationship among gender equality perceptions, female liberal awareness, exhibition expectation, performance, confirmation, and satisfaction among 404 female visitors who have experienced gender-themed exhibitions in China. Using the quantitative online survey method, the results show that gender equality perceptions were significantly related to perceived exhibition performance and expectations. Findings further reveal that liberal feminist awareness positively impacts the gender-themed exhibition expectation but not the exhibition performance. Both exhibition performance and expectations have significant positive impacts on the exhibition confirmation, yet only expectation and confirmation of the exhibition determine exhibition satisfaction. These findings demonstrate that females' expectation depends on their knowledge of women's position in society and their perception of their equal role. Hence, gender-themed exhibition management and exhibition planners must develop marketing campaigns that inform women of their changing traditional roles and equality through exhibits.