博物館觀眾涉入程度與滿意度、推薦意願的關係研究

Abstract

本論文的目的是探討在參觀博物館時，觀眾的涉入程度與滿意度、推薦意願之間的關係。研究地點為位於台中的國立自然科學博物館，觀眾調查時間為2008年7月至8月之間，受訪者為已參觀過博物館而正要離開博物館的觀眾。研究期間共收集到392份問卷，但只有352份有效資料用來進行統計分析。變異數分析顯示觀眾的會員狀態與涉入程度對到館參觀次數、整體滿意度和推薦意願有顯著的影響。其中會員與高涉入程度觀眾有較高的參觀次數、滿意度和推薦意願。以只包含滿意度和推薦意願两潛在因子的結構方程式模型分析顯示滿意度與推薦意願有正向的關連性，高滿意度的觀眾也有較高推薦意願。當把觀眾涉入程度放進模型分析時，這外在因子對滿意度和推薦意願都有顯著的正向影響，但滿意度對推薦意願這途徑的效應卻顯得很低。這結果顯示涉入程度對滿意度和推薦意願是很強的預測因子。最後論文亦探討這發現在管理上的意涵。

This study set out to investigate the relationship of visitor involvement, satisfaction and intention to recommend in museum visit. A survey study was conducted at the National Museum of Natural Science from July to August 2008 during normal museum hours and a total of 335 cases were included in the analyses. Means comparison analyses showed that both membership status and level of involvement have significant effects on frequency of visit, scores of overall satisfaction and intention to recommend with member and visitors of high involvement visit more frequently, are more satisfy and more likely to recommend. Structural equation modeling analysis with the two latent variables satisfaction and intention to recommend showed a significant positive link of satisfaction to intention to recommend. However, when involvement was included in the analysis, this exogenous variable showed strong link to satisfaction and intention to recommend, but diminish the link of satisfaction to intention to recommend to minimum. This result indicated that involvement is a strong predictor of both satisfaction and intention to recommend. Managerial implications for developing high involvement museum programs are also discussed.