臺灣博物館網際網路應用與目標公眾關係建立研究

在講求美學創意的現代社會裡，博物館跨足的領域越來越廣，作為提供民眾休閒場所的重要性也日益增加，因此博物館管理已被視為跨領域的學科，而為了滿足觀眾的需求，博物館必須扮演更多元的角色。其中，透過公共關係與行銷策略，進而與觀眾維持良好的關係絕對是當前博物館經營管理人員必須努力的方向。本研究試圖瞭解台灣的博物館經營是否亦搭上近10年來的網際網路興盛浪潮，擴展自身在網路上的知名度與能見度，以建立與目標公眾的良好關係。因此，藉由過去研究者建構之組織公眾關係指標，內容分析台灣參觀人數前十名之博物館自身網頁與社群網站（臉書）上的粉絲團，瞭解其網路建構內容與網路群眾之互動關係。研究結果顯示，關係滿意度為所有博物館網站建立最健全的部分，且透過及時回覆群眾的留言以及意見回饋，強化承諾關係的互動，補足了自身網站的不足。不過，部份博物館的網頁，仍以傳遞單向資訊為主，未能積極地與網路使用者互動，以達到雙向對稱關係的目標。建議日後不論是公私立的博物館，都能充分利用社群網站的溝通平台，以提升擴大自身的能見度與知名度。

關鍵字

博物館研究；社群網站；公共關係；公眾關係理論

並列摘要

Museology has been considered a multi-disciplinary field in today's society. Museums as a recreational facility has become indispensable resource for the general public. Museums give people places to go, to learn and to enjoy themselves. Thus, management of a museum turns out to be a particular issue for public relations practitioners to keep a good relationship with key shareholders.This study aims to examine if and how museum management in Taiwan deals with the use of the Internet in recent decades to rise to fame and increase visibility. A content analysis of the top 10 most visited museums was employed. The researcher examined the museum's web pages and fan pages on the social networking site, Facebook. The constructs that were measured were: Trust, Relationship Satisfaction, Relationship Commitment, and Exchange of Relationship.Results revealed that ”Relationship Satisfaction” was found to be on all websites examined. All museums allow visitors to leave messages and provide simultaneous feedback on their websites so as to strengthen interaction with Internet audience. However, one-way communication was still seen on some museums' WebPages and social networking sites. For both public and private museums in this study, there are still needs for improvement in communicating with target as well as potential publics when it comes to the fast growing online world.

並列關鍵字

Social networking ； Public Relations ； Public Relationship Theory ； Museology ； Facebook

國際替代計量

臺灣博物館網際網路應用與目標公眾關係建立研究

全文下載

主題瀏覽