綜觀世界各大博物館普遍擁有商店,除了為博物館開闢財源外,還可以成為博物館最好的教育工具之一。Falk & Dierking研究發現只要給予適當的提示,大部分的觀眾可以輕易的回想過去的參訪經驗,並認為那些可以被觀眾說出來的回憶,就是已經學習到的東西,或許展示衍生商品將會是一個很好的提示物件,能延長觀眾對博物館經驗回憶的時間,也對博物館學習有助益。 本研究以深入訪談與觀察法,探索青年觀眾博物館經驗與展示衍生商品之關聯,並分析博物館商店從業人員設計展示衍生商品的觀點與策略。研究結果發現展示衍生商品之研發,主要可採取設計、市場、品牌、獨賣與環境等五種策略,依循以上策略,希望獲得宣傳博物館、提升文化素養、推廣正確資訊的效益。 青年觀眾方面,發現其參訪動機有興趣使然、研究與學習所需、社會關係與旅遊觀光需求等,購物行為則分別有學習、蒐藏與紀念動機。展示衍生商品的設計元素可以直接刺激受訪者的回想或延伸學習,而回想內容則指涉了博物館經驗當中個人、社會與環境脈絡之交互關係。此外,透過與物品的互動發現受訪者有延伸性學習,依據物品的資訊產生知識的獲得與累積,並藉由物品引發比較性的思考、討論與評價、檢討自我與社會反思等。最後,研究者針對本研究發現提出對博物館商店與展示衍生商品設計之建議。
Stores are prevalence in museums in the world. They are not only financial resources but also one of the best education tools for museums. Falk & Dierking point out that if visitors are provided with suitable stimili, they will easily remind the past experiences. In addition, the memory which is spoken out from visitors represents what they had learned. Maybe a museum souvenir is an excellent stimulus to support visitors’ memories and learning at museums. This research explores the connection between young visitors’ museum experiences and museum souvenirs through interview and observation. Also, the viewpoints and strategies of museum store managers and designers will be ananlzed. The conclusion is that the creation of museum souvenirs depends on design, market, brand, uniqueness and environment. Following these strategies, it is hoped to promote the museum, cultivate visitors’knowledge ad taste, and popularize correct information. In the research, it is found that the motives for young visitors to visit museums are personal interests, the needs of learning, social purposes and tourism. Their shopping behaviors are due to learning, collection, and memento. It is found that the design of museum souvenirs can directly stimulate interviewees to recall learning in the personal, social and environmental context. Besides, objects can also extend interviewee’s learning, and help accumulate more knowledge. Moreover, souvenirs could inspire comparative thinking, discussion, evaluation, self-examination and society introspection. Based on the research results, some suggestions on the design of museum souvenirs are provided in the end.