體驗、知覺價值與行為意圖之相關研究－以奇美博物館為例

本研究目的在瞭解奇美博物館遊客的體驗、知覺價值與行為意圖，並進而探討其間之關係。本研究採問卷調查法，以便利抽樣方式，共發放360份問卷，有效回收352份問卷，有效回收率為97.7%。研究結果顯示：1.參觀奇美博物館的遊客以女性，20-29歲、學生、服務業、個人月收入為20,000元以下及20,000~3,000元、居住南部地區者居多。2.奇美博物館遊客對「體驗」以「可帶給我視覺上的享受」題項感受程度最高；「知覺價值」之平均值最高為「此次體驗具有回憶與紀念價值」；「行為意圖」以「未來我很願意再重遊奇美博物館者」看法感受程度最高。3.參觀奇美博物館遊客在不同「年齡」、「個人所得」、「旅遊同伴」、「交通工具」、「參觀次數」對於體驗、知覺價值與行為意圖認知上有部分顯著差異。4.「體驗」、「知覺價值」與「行為意圖」間皆具有顯著正相關。

關鍵字

體驗；知覺價值；行為意圖；奇美博物館

並列摘要

This study aims to understand the perceived experiences, value and behavioral intention of the CHIMEI Museum visitors and further test their relationships among them. This study was based on a convenience-sampling questionnaire. 360 questionnaires were distributed and a total of 352 valid ones were collected with a valid rate of 97.7%. The results are as follows: 1. The visitors of CHIMEI Museum are mostly female, aging between 20-29 years old, with their income less then NT$20,000 and between NT$20,001- NT$30,000 per month for the majority, and the visitors are unmarried, students, engaging in services industry, and living in the southern region for the majority. 2. The visitors responded to items of experiences, perceived value, and behavioral intention, with the selection of ＂It brings me visual enjoyment＂, ＂The experience is memorable and commemorative＂ and ＂I am willing to revisit the CHIMEI Museum in the future＂ scoring the highest respectively. 3. Visitors’ background have some significant differences in the items of experiences, perceived value, and behavioral intention based on their ＂ages＂, ＂personal income＂, ＂travel companion＂, ＂transportation＂ and ＂number of visits＂. 4. There are significant positive relationships among experiences, perceived value and behavioral intention.

並列關鍵字

experiences ； perceived value ； behavioral intention ； CHIMEI Museum

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體驗、知覺價值與行為意圖之相關研究－以奇美博物館為例

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