中高齡族群之公立博物館消費研究 －以臺北市為例

A Research on the Middle-aged and Elder people's Consumption of Public Museums in Taipei

黃美郡(none)

指導教授 ： 夏學理

國立臺灣師範大學/藝術學院/美術學系/碩士(2015年)

https://doi.org/10.6345/NTNU202205606

摘要

博物館正面臨政府補助經費的刪減使得必須自籌經費的經營方式的改變，甚至是面臨其他休閒機構的夾擊。是故，博物館開發更多的潛在的消費客群，以獲得更為穩定的收入以維持博物館營運為首要之務。根據國家發展委員會《103年度10月份重要統計資料手冊》中顯示，民國102年底，65歲以上老年人口已達到11.5％，至民國120年可達到24.8％，到了150年則會佔整體人口結構的41％。社會人口結構的重組，將使得消費重心移轉到高齡者的身上，可以預期的是，中高齡民眾可能是博物館未來最具潛力的消費客群。目前博物館少有針對中高齡族群之消費行為相關研究，未能有充足的資料作為參考，為瞭解中高齡族群在公立博物館的消費概況，同時探究不同人口變項與博物館消費行為與需求之間的相關性，本研究使用問卷調查法，有效問卷387份。首先分別以卡方獨立性檢定考驗人口變項與消費行為之間是否具有相關性，並利用交叉分析來衡量之間的關係。研究結果發現：人口統計變項在性別、年齡、教育程度與「在過去12個月的消費次數」、「是否曾在博物館消費」、「每年願意消費金額」均有顯著相關。此外，他們至博物館消費通常選擇與家人同行。最後，本研究歸納出博物館未來潛在的消費者特徵，包含(1)女性(2)45-54歲(3)大專教育程度以上(4)與親友同行。從消費品項的角度來看，展覽門票的消費比例最高，其次為餐飲美食、博物館商店及教育活動或課程。然而進一步比較各項目每年的平均消費金額中，教育活動或課程消費金額卻為最高，高於展覽門票消費的8倍之多。至博物館消費的中高齡族群之消費考量以情感、特有、紀念價值等感性因素為消費主體意識。未來博物館在面臨龐大的經營開銷上，將使得博物館對於收入的仰賴更顯重要，因此，積極開拓潛在的消費者，才能在有經濟的支持下提供更優質的服務給參觀民眾。

關鍵字

中高齡族群 ； 消費行為 ； 卡方分析 ； 交叉分析

並列摘要

Museums are facing a reduction of financial subsidies by the government, they must to change their management strategies to acquire for more financial independence. Therefore, to develop potential consumers is important to museums. It is predicted that the middle-aged and elderly people would be potential consumers for public museums in the future, according to the researches. The population of people 65 years or older had reached 11.5% in 2013, and it will reach 24.8％ in 2031, and it will reach 41％ in 2061, this will acquire a reorganization of the social structure of the population, as the main target of consumer market will become elderly people. At present, in the academic research of museums, there is less research focused on middle-aged and elderly people. This research use questionnaire survey, 387 subjects were included in the research, with the age 45 years above, in order to understand the middle-age and elderly people’s consumer behavior and investigate the correlation between their different demographic variables and consumer behavior and needs. The Chi-square test is a widely used method for testing the independence or correlation among attributes. We use it to test the correlation between different demographic variables and consumer behavior and needs. We can also measure their relationships by Cross- analysis. According to this research, we discover that gender, age, and education has a high correlation to the times of usage of services in the past 12 months, whether the consumer has shopped in the museums, and the willing to spend money every year in museums. the research also shows that they usually go to souvenir stores with family in museums. To sum up the profile of potential consumers of museums in the future, it contains：(1) is a Female (2) age between 45-54 years old (3) has a college education degree or above (4) and always go to the museums with family. Regarding consumer items, the highest proportion of consumer items is exhibition tickets, followed by in museum restaurant, souvenir store, and then educational activities or courses. However, compare the annual average expenditure, the biggest part is educational activities or courses, it is 8 times more than the exhibition tickets is. When middle-aged and elderly people go to the souvenir stores in museums, they are emotion-oriented; emotion, uniqueness and memorability would be the key elements trigger the purchase. In the future, museums will face a huge amount of expenses, and acquiring additional revenue will be the most important. Therefore, it is important to explore potential consumer’s interests, which will help museums provide more quality services to consumers by the financial support.

並列關鍵字

middle-aged and elderly people ； consumer behavior ； Chi-square test ； Cross- analysis

參考文獻

中文部分

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