一、 研究動機及目的:本研究針對國立台灣美術館,探討參觀動機與休閒阻礙對參與意願之影響程度。 二、 研究方法及設計:本研究利用問卷收集樣本,使用主成份份析法萃取參觀動機與休閒阻礙之因素構面,並運用二元羅吉斯探討參觀動機與休閒阻礙對參與意願之影響程度。 三、 研究結果:參觀動機主要構面分別是拓展人際、美術館吸引力、提升藝術氣息以及調劑身心;而休閒阻礙主要構面分別是沒有同伴、沒有時間、交通不便以及過去經驗不佳。其研究結果顯示,參觀動機與休閒阻礙對參與意願皆有顯著差異,其中美術館之吸引力、提升藝術氣息及調劑身心等動機對參與意願尤為顯著;此外,缺乏同伴之阻礙因素對參與意願亦有顯著影響。另一方面,個人屬性對參與意願沒有顯著差異。 四、 研究貢獻:本研究首先針對美術館參觀動機與休閒阻礙對參與意願之影響進行探討,研究結果可提供後續研究之參考,另外本研究結果亦可提供館方未來規劃及推廣活動時之參考。
Purpose: This research aims to study how the leisure motivations and constraints of visitors to National Taiwan Museum of Fine Arts would influence the participation willingness”. Design/methodology/approach: The principal component analysis was made to find the factors of visitor’s motivations and leisure constraints. In addition, the binary regression was employed to analyze the influence of vistor’s motivations and leisure constraints on participation willingness. Findings: The visitor’s leisure motivations include developing interpersonal relationships, the museum’s attraction, the artistic atmosphere, and the provision of physical and mental relaxation. The leisure constraints include lacking companionship, having no time, the museum’s inconvenient location, and bad experiences in the past. The research results reveal that both of leisure motivations and constraints have significant influences on the participation willingness. Specially, the significant factors of motivations are museum’s attraction, the artistic atmosphere, and the provision of physical and mental relaxation; and the one of leisure constraints is lacking companionship. Besides, the influence of personal attributes on participation willingness is trivial. Originality/value: This research would serve as a reference for future researchers regarding “how the visitor’s motivations and leisure constraints would influence the participation willingness”. In addition, this thesis could help the museum in adjusting the plans of future promotional activities.