臺灣藝術大學藝術博物館於2008年開館,這一座坐落於藝術大學中的博物館,除了是校園的交流中心之外,更是整個社區的藝文核心。藝術博物館除了具展覽舉辦之外,在教育推廣方面更是不遺餘力,並針對展覽設計不同的教育推廣活動,也與社區內的國小進行合作。開館一年多來,展覽與教育推廣為藝博館工作的主軸,為了深入瞭解藝博館參觀觀眾對於博物館的看法,本研究針對博物館觀眾參觀滿意度為重心,於2009年5月16日、5月17日、5月23日、5月24日進行正式的問卷發放,問卷發放對象為已經參觀完博物館之15歲以上之觀眾,本研究回收55份,有效問卷為53份,有效問卷率達96%。透過重要-表現程度分析法(Importance-Performance Analysis, IPA)分析藝博館觀眾對於博物館整體表現的滿意度。 研究調查顯示觀眾滿意程度平均值為3.98,重視程度平均值為4.08,所以目前藝博館在營運實際表現上低於觀眾對博物館期望,但平均值接近4左右,藝博館觀眾普遍覺得「滿意」。在「展品陳列方式」、「展覽內容有趣吸引人」、「說明牌清晰、易懂」、「展場舒適程度」、「展覽及相關活動內容吸引人」、「服務人員態度及親和力」六個項目受到藝博館觀眾高度重視且有高滿意度,是博物館經營的成果。相對於此,博物館在展示內容豐富程度與交通便利性等方面則需加強。透過IPA的分析可以清楚看見博物館觀眾對於博物館整體表現的滿意度與重視程度,以提供博物館計劃規劃時的參考與改善方向。
Art Museum of National Taiwan University of Art was opened in 2008. This is not only an exchange center for university campus but also an art centre of the community. Art Museum strives for exhibitions and museum education and provides public programs to the school in community. Exhibitions and public programs are the primary goal of Art Museum since the museum was set up. This study focused on the visitor satisfaction in the Art Museum. Formal questionnaires were released On May 16, 2009, May 17, May 23, and May 24. Samples were the visitors of more than 15 years of age and after visiting the museum. There were 55 questionnaires in this study and 53 questionnaires are valid. This study analyzed the visitors' satisfactions though the Importance-Performance Analysis. This visitor satisfaction survey demonstrated that the satisfaction of Art museum is unable to meet the visitors' expectation. Therefore, to the visitors, Art Museum operated unsatisfactorily than visitors' expect. On this investigation, visitors were satisfied with the display, subject and program of exhibition, the space, the explanatory labels, and the staff. On the other hand, the drawbacks of Art Museum are the traffic and the abundant contents of exhibition. Through the Importance-Performance Analysis, museum visitors' satisfactions can be demonstrated and it will improve the operation of Art Museum.