線上博物館網站設計之關鍵因素評估

數位化的浪潮衝擊之下，博物館將經營重心轉向以「人」為主。本研究旨在探討博物館網站介面設計之關鍵準則。本研究邀請30位滿足研究設定條件之參訪者評估對故宮博物院以及奇美博物館網站之使用經驗與觀感。本研究首先利用探討相關文獻來建立雛形衡量架構之構面與準則，再以邀請十位專家來進行修正式德爾菲法以改善與確立「功能」、「互動」與「內容與設計」衡量架構之構面與七項準則。研究以故宮博物院與奇美博物館網站作為研究個案，採用多準則決策之決策實驗室為基礎之網路程序分析法（DANP）確立各準則之間的因果關係，透過所建立的階層結構與關鍵因果圖，得知最終影響某決策之關鍵準則，提出可進行改善的方向，再搭配逼近理想解排序法（TOPSIS）評估個案之績效表現，最後藉由質性導向的半結構式訪談法以了解使用者對網站介面設計各構面及準則等相關問題，來增強本研究的可信度。研究結果顯示，受試者認為影響博物館網站介面設計之關鍵準則依序為「媒體設計」、「多媒體互動性」、「資訊設計」、「虛擬實境臨場感」與「易用性」，可見受試者很重視網站「內容與設計」以及「互動」之構面。在所有準則之中具有讓使用者投入之美學與教育「多媒體互動性」準則，為最重要且連動影響其它準則之關鍵準則。研究透過實證分析結果，希冀為目前博物館網站設計人員提供參考並提升線上與實體博物館之造訪率。

關鍵字

多媒體互動性；多準則決策之決策實驗室法為基礎的網路程序分析法；線上博物館；網站設計

並列摘要

Riding on the wave of product digitization, museums are shifting their focus on user-needs. We mainly discuss the key factors in interface design of the online mu-seum websites. We recruited 30 visitors who are qualified our selection metrics to evulate their experiences and perceptions on the websites of National Palace Muse-um and the Chimei Museum. We first reviewed related articles to establish our evaluation frameworks. We then adopted modified Delphi method by interviing 10 experts to refine of evaluation framework which includes three dimsions with seven criteria. The three dimensions are "function", "interaction" and "content and design." We then adopt DEMATEL-based ANP (DANP) to establish the causal relationship between the guidelines, and calculate and measure the key criteria that ultimately influence the users’ perceptions of the design of the websites. Then, the Technique for Order Preference by Similarity to an Ideal Solution (TOPSIS) were applied to assess the performance of our two target cases. We finally interviewed with the par-ticipants to understand their perceptions on the websites based on the results of the evaluation restuls in depath. The results show that, the participants considered that the key criteria of the interface design are “media design”, “multimedia interaction”, “information design”, and “virtual reality presence” and “ease of use”. The criteria which are belong to the dimensions of "content and design" and “interaction” are all impart ones. Fuethermore, the criterion of “multimedia interaction” is the most im-portant and influential factor among severn criteria. We aim to provide directions for the improvement of the website design of online musums based on our empricla study and ultimatly increase the visiting flow of the websites.

並列關鍵字

Multimedia Interaction ； Decision Making Trial and Evaluation Laboratory ； Online Museum ； Website Design

參考文獻

Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68. https://doi.org/10.2307/1251841

王啟祥（2001）。博物館在學習社會中的角色與實踐。科技博物，5（2），5-17。https://doi.org/10.6432/TMR.200103.0005