本研究的目的在描述博物館參觀者的消費行為,並進一步藉由二元選擇模型與多元排序選擇模型,來檢視博物館觀眾個人屬性、同行者特質與預計停留時間,對於博物館觀眾在館內停留時間與消費金額的影響程度。本研究結果顯示:(一)參觀者個人屬性中,觀眾的年齡顯著地影響其在賣店的停留時間與館內的總停留時間;觀眾的參觀動機則顯著地影響到觀眾於館內食物與紀念品消費的傾向。(二)同行者特質中,同行者的人數顯著地影響到觀眾在博物館消費食物的傾向;同行者的關係則顯著地影響到觀眾對於紀念品購買的傾向。(三)觀眾事前的參觀時間規劃顯著地影響觀眾在賣店的停留時間與館內的總停留時間。
This study adopted binary choice models and multi-nominal ordered choice model to analyze data collected from the Miniatures Museum of Taiwan. The purpose of this study was to examine museum visitor consumption behavior. The results indicated that (1) museum visitor age significantly affects the length of time that visitors stay in the gift shop, the cafeteria, and the museum as a whole. Museum visitor motivations significantly affect the amount of money that they spend on food, beverages and gifts; (2) the number of companions significantly affects museum visitor spending on food and beverages. The relationship between museum visitor and his/her companion(s) significantly influences museum visitor expenditure on gifts; (3) museum visitor schedule planning significantly affects the length of time that visitors stay in the gift shop, the cafeteria and the museum as a whole.