博物館品牌權益與觀眾休閒涉入程度關聯性之研究－以國立歷史博物館為例

A Study on the Relationship of Brand Equity and Visitor’s Leisure Involvement for National Museum of History

黃齡瑩(Huang. Lin-Ying)

指導教授 ： 黃光男

國立臺灣師範大學/藝術學院/美術學系/博士(2012年)

摘要

本研究主題探究博物館品牌權益及觀眾休閒涉入程度之關聯性，研究動機在探討博物館品牌權益呈現現況及歸納、分析呈現的各個面向，並從觀眾研究探究博物館觀眾品牌權益與休閒涉入程度構面各因素之相關聯性及差異情形，希望藉此更加了解博物館觀眾對博物館品牌權益的影響因素。本研究從顧客的角度出發，由強調顧客品牌權益的調查研究與博物館觀眾研究結合，從觀眾研究探討博物館品牌對觀眾的意義、接受度與回應，更深入的了解博物館品牌目前在台灣博物館觀眾的運作情形，也更進一步的了解將如何在博物館觀眾心中建立起博物館品牌。
本研究目的為：(一)、探討、歸納及分析目前博物館品牌權益呈現現況及各個面向，以期作為未來博物館行銷或公關部門建立及運作各博物館品牌權益之參考。(二)、探討博物館觀眾對博物館品牌權益的認知與現況；並實際驗證博物館品牌權益與觀眾休閒涉入程度兩者間的相關聯性，期能對博物館品牌行銷方向與策略加以思考斟酌，進而提昇品牌權益的價值。 (三)、品牌資產的經營與管理需要長久的努力與累積，希望研究結果提供博物館品牌管理者有關博物館品牌權益等品牌管理的重要概念，有利於未來台灣博物館品牌化及擬定品牌策略的參考依據及相關建議。
研究方法以個案研究及量化研究為主，以國立歷史博物館為案例，個案研究法運用深度訪談及文件內容分析，收集、歸納及分析國立歷史博物館品牌權益的各個面向；量化研究法以問卷調查的方式，針對國立歷史博物館的觀眾施測，將問卷調查所蒐集的資料，回收後運用統計方法進行資料分析。
本研究結論為：（一）國立歷史博物館品牌權益與觀眾社會心理休閒涉入程度為正相關，運用迴歸分析發現觀眾「社會心理休閒涉入程度」三構面對博物館「品牌權益」影響的重要程度，依序為「象徵性」，其次是「愉悅價值」，最後是「中心性」構面。（二）觀眾行為涉入變項差異分析中發現，「參觀頻率」、「停留時間」、「擁有的會員證張數」、及「捐助金額」行為涉入變項，對博物館品牌權益具有顯著差異。觀眾行為涉入變項「參觀頻率」、「平均花費」、「停留時間」、「擁有的會員證張數」及「捐助金額」，對觀眾「社會心理休閒涉入程度」具有顯著差異。（三）博物館引進顧客關係管理，針對不同人口背景的觀眾，提供個別化的服務需求，從人口統計變項差異分析促進顧客關係管理。本研究建議為：（一）透過展覽主軸及典藏政策建立國立歷史博物館的品牌定位與區隔，加強其品牌辨識。（二）品牌聯想的多元應用及開發，推動館花及吉祥物並建議從觀眾休閒涉入程度「愉悅價值」構面思考博物館視覺意象、相關推廣教育活動意象的呈現。（三）提升整體知覺品質，包括展覽、空間及服務，應更重視賣店與餐廳，觀眾休閒空間的營造與管理。

關鍵字

博物館 ； 觀眾研究 ； 品牌權益 ； 休閒涉入程度

並列摘要

This study majorly probes into the relevance between the brand equity of a museum and the visitor’s leisure involvement, with motivation to explore the status presented by the brand equity of a museum, and to summarize and analyze every direction shown. In addition, it explores the correlative and different factors of dimensions between museum visitors’ brand equity and leisure involvement from visitors, in order to more understand the factors influencing museum visitors on the brand equity of a museum.
This study aims at (1) exploring, summarizing and analyzing the status and directions presented by the brand equity of a museum in order to make references for marketing or PR department of a museum to establish and operate every brand equity of a museum; (2) exploring museum visitors’ cognition to the brand equity of a museum and the status hereof; and actually verifying the correlation between the brand equity of a museum and the visitor’s leisure involvement, in order to consider the brand marketing direction and strategies of a museum, further to promote the value of brand equity; (3) since the operation and management of brand asset need long and accumulated efforts, it is expected to provide the study results of which important concepts related to the brand equity of a museum and brand management for museum brand managers. It is advantageous to the references and related suggestions for branding Taiwan museum and making brand strategies in the future.
The research method is based on case study and quantitative research, taking National Museum of History as the case. It uses the case study to collect, summarize and analyze every direction of the brand equity of National Museum of History, and the quantitative research by means of questionnaire to conduct the test against viewers of National Museum of History, and then collects the information of questionnaire to carry out the information analysis.
The conclusions of this study: (1) it shows positive correlation between the brand equity of National Museum of History and visitor’s leisure involvement. Through regression analysis, it is found that the important degree of three dimensions of visitor’s “Social and psychologicalleisure involvement” to the “brand equity” of the museum is “Symbolic”, then “Pleasure Value”, and the last “Centrality” sequentially. (2) From the variance analysis of visitor’s behavioral involvement variables, it is found that there are conspicuous differences in the variables of“Visit Frequency”,“Visit Time”,“Number of membership cards owned”and“Donation”on brand equity of a museum. There are conspicuous differences in the variables of “Visit Frequency”,“Averge Cost”,“Visit Time”,“Number of membership cards owned”and“Donation ”on Social and psychologicalleisure involvement. (3) A museum shall introduce customer relationship management, against the visitors of different demographic background to provide individualized service needs, and promote the customer relationship management from the variance analysis of demographic variables.
The suggestions of this study: (1) Establish the brand orientation and segmentation of National Museum of History to strengthen its brand recognition. (2) For development and multi-application of brand association, promote the flower and mascots of the museum, and suggest thinking the visual image of a museum and the image presentation of related promotion education activities from the dimension “Pleasure Value” of visitor’s leisure involvement. (3) Improve the overall perceived quality, including exhibitions, space and services. Not only should pay attention to the exhibition and service quality should focus on the leisure space to create and management, such as restaurants and shops.

並列關鍵字

Museum ； Audience Studies ； Brand Equity ； Leisure Involvement

參考文獻

李宜曄、林詠能（2008），十三行博物館導覽服務滿意度與重遊意願研究，博物館學季刊第22卷第1期，頁93-106。

李斐瑩（2002），運用觀眾參觀經驗理論提升博物館服務品質探討,國立台灣藝術大學，藝術學報，第71期。

李斐瑩（2007），2006年台北市立美術館觀眾研究，國立台灣藝術大學，藝術學報，第3卷，第1期。

林若慧、陳永賓，（2004），博物館服務品質對觀眾忠誠度之影響研究：以鶯歌陶瓷博物館為例，博物館學季刊第18卷第1期 ，頁81-91。

原來（2008），博物館品牌鑑價的策略與方法初探，藝術學報，第82期。