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The paper aims to contribute to the discussion about the implementation of virtual art galleries on the websites of art museums and individual artists. This paper focuses on the analysis of the impact of online context on the Internet user’s experience and the user’s recommendation of the website. The research problem was discussed with reference to the results of an empirical study. The present empirical study led to the following conclusions: 1. the confirmation of the hypothesis about the positive impact of enhanced context on the respondent’s perception of the art presentation; 2. the rejection of the hypothesis about the positive impact of enhanced context on the viewer’s recommendation of the virtual gallery; 3. the rejection of the hypothesis about the mediating role of interest in art on the viewer’s preferred context of virtual art gallery.

Creating an online art exhibition: The impact of online context on the Internet user’s experience and behaviour