國立臺灣博物館土銀展示館民眾參觀動機與賣店消費行為之研究

Relationship between Visitor Motivation and Consumption at Museum Shops: A Case Study of National Taiwan Museum's Evolution Hall

蔡郁崇(Yu-Chung Tsai)

《國立臺灣博物館學刊》 64卷2期 (2011/06) Pp. 49-79

摘要

本研究以國立臺灣博物館土銀展示館為研究個案，探討民眾參觀博物館的動機與在賣店消費行為之間的關係。問卷參照Slater(2007)的研究架構設計動機量表，並於2011年5月針對土銀展示館觀眾進行調查，共收集有效問卷205份。透過因素分析發現，土銀展示館參觀者動機包含四個構面，分別為：家庭與社會互動、自然科學學習、逃逸及歷史古蹟學習等各項動機，其中以家庭與社會互動解釋最多變異量(22.570%)。另外本研究也發現有「家庭與社會互動」動機的參觀者較可能在餐廳用餐；有「歷史古蹟學習」動機的參觀者較不會在商店購買商品;第一次參觀者「逃逸」動機顯著高於參觀次數6次以上者；有同行者之參觀者的「家庭與社會互動」動機顯著高於自己一個人；參觀次數越多者越可能在餐廳用餐與購買商品；停留時間越久的參觀者越有可能在餐廳用餐；同行者有家人的參觀者越可能購買商品：已婚、有子女者較具有「家庭與社會互動」動機，且再訪率較高。

關鍵字

參觀動機 ； 博物館賣店 ； 國立臺灣博物館土銀展示館

並列摘要

This research uses National Taiwan Museum's Evolution Hall in a case study to discuss the relation ship between visitor motivation at the museum and consumption at the museum's shops. The study uses the same analysis techniques presented in Slater (2007) with the questionnaire designed to evaluate motivation created by the author of this study. The survey based on the questionnaire was conducted in May 2011. The effective sample is 205. The author finds visitor motivation has four facets: family and social interaction, learning about natural science, escapism, and learning about historical heritage. Family and social interaction explained the most variance(22.570%). In addition , the results showed that visitors motivated by family and social interaction tended to eat at the restaurant , while visitors motivated by learning about historical heritage were the least likely to purchase souvenirs at stores. First time visitors are more likely to be motivated by escapism than those who have visited the museum more than six times. Visitors with partners had a significantly higher motivation of family and social interaction than those visiting alone. People who are more frequent visitors to the museum are more likely to use the restaurant and purchase goods at the store. In addition, visitors who spend more time in the museum are more likely to eat at the restaurant. Those visiting with their family are more likely to buy souvenirs. Those married with children are more likely to be motivated by family and social interaction and are also more likely to visit again.

並列關鍵字

visiting motivation ； museum shop ； National Taiwan Mu seum's Evolution Hall

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