- 期刊
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特展之展示構成與觀眾價值－以「地球最古老的恐龍展」為例
Exhibitive Components of and Visitor Values Related to Exhibitions: ＂Dawn of the Dinosaurs Exhibition＂ as an Example
摘要
隨著時代環境的變遷，多元主題的特展逐漸成為有別於傳統博物館的展示新勢力；觀眾為何而去？對展示構成的感受為何？更重要的是，其又獲得了哪些價值？而哪些因素會影響其對展覽的整體滿意或願意重遊與推薦的意圖，這些均是值得被深入探討的課題。本研究以2012 年在中正紀念堂舉辦之「地球最古老的恐龍展」為場域，經由588 份有效問卷探討觀眾之參觀動機、對展示構成之感受，更以之前發展的觀眾價值量表為基礎，經由驗證性因素分析確認其信效度，以此建構價值與動機、展示構成、整體滿意度與忠誠度之關係。此外，並透過現場觀察與訪談，及70 篇部落格文章，以質性研究途徑對應量化分析結果，期能將數字所反映的現象與經驗作更深刻的連結，更完整呈現特展之於觀眾的意義。結果顯示觀眾對展示構成最滿意者為影片內容及服務人員，價值較強烈者為培養對地球生物史的瞭解及增加親子情誼。以達到良好配適的觀眾價值五構面量表進一步分析，相關性較高者有求知動機與功能價值，新奇及家庭動機與情緒價值，社交、娛樂及宣傳動機與社會價值；展示內容的豐富程度與五價值均高度相關；嘗新價值與滿意度之相關性最高，但與忠誠度相關性最高者則是情境價值。研究結果可作為未來特展規劃與行銷策略之參考。
並列摘要
What motivates people to visit exhibitions? How do visitors feel about exhibitions? Most importantly, what do they gain from exhibitions? Topics worthy of deep discussion include the factors that affect satisfaction with the exhibition, willingness to revisit the exhibition and intention of promotion. The subjects of this study were visitors to the ＂Dawn of the Dinosaurs Exhibition,＂ which was held at the Chiang Kai-Shek Memorial in Taipei in 2012. Visitors' motivations and receptiveness to exhibitive components were surveyed with 588 valid questionnaires received. Analysis of the data was based on a visitor value scale that was developed before the implementation of the survey. Reliability and validity were confirmed by confirmatory factor analysis. The relationships among values, motivations, exhibitive components, satisfaction and loyalty were investigated. To completely represent the meaning of the exhibition to visitors, qualitative research was also carried out. Seventy blog articles were collected and interviews and observation were conducted. The results showed that visitors were most satisfied with the video content and service personnel in terms of exhibitive components. The strongest values were cultivation of knowledge and enhancement of the parent-child relationship. From further analysis of the scale of five dimensions of visitor values to reach goodness of fit, the highly correlated items included motivation of pursuing learning to functional value, motivation of novel and family to emotional value, and motivation of social, entertainment and promotion to social value. The exhibitive components correlated highly with five values. Tasting value was correlated with the highest level of satisfaction, while situational value was most highly correlated with loyalty. The results may serve as a reference for the planning of exhibitions and marketing strategy in the future.