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題 名 | 臺北市立美術館觀眾參觀動機研究=A Study on Visitors' Motivation at the Taipei Fine Arts Museum |
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作 者 | 林詠能; | 書刊名 | 博物館與文化 |
卷 期 | 6 2013.12[民102.12] |
頁 次 | 頁167-189 |
分類號 | 069.75 |
關鍵詞 | 觀眾研究; 參觀動機; 臺北市立美術館; Audience research; Motivations for visiting; Taipei Fine Arts Museum; |
語 文 | 中文(Chinese) |
中文摘要 | 動機是激勵民眾朝向特定目標行動的內在驅動力量,驅使滿足個人社會與心理的需求,是民眾從事博物館參觀的重要原因。本文主要探究觀眾參觀動機,並以臺北市立美術館為研究對象、總計回收有效樣本 296份。問卷使用動機量表,經簡化為 3個因素構面分別為逃離、社交與家庭互動、學習動機,三項因素總計解釋變異量為 74.665%。其中逃離為觀眾參觀美術館最重要的動機,計解釋 25.730%的變異量。本研究有重要的管理意涵,對美術館觀眾而言,他們主要尋求能逃離日常生活,同時能有機會與家人或朋友互動。因此,美術館應提供滿足觀眾具休閒、娛樂、寓教於樂的環境。 |
英文摘要 | Motivations are triggers that lead people to act on salient needs. Understanding motivations is important as it discovers the underlying reasons why people choose to visit museums and galleries. This research explores the motivations of museum visitors; the Taipei Fine Arts Museum was chosen as the target museum and a sample of 296 people were collected. A motivational scale built around three factors escapism, social and family interaction, and learning, explained 74.665 % of variance. Escapism, the core motivation, explained 25.730 % of variance. The findings yield important implications for practitioners. Visitors to museums and galleries seek leisure experiences which offer them relaxation, enjoyment, comfort, and social and family interaction. The time has come for museums and galleries to offer a full leisure and entertainment experience and to promote themselves as places for exploration and entertainment, as well as education and learning. |
本系統中英文摘要資訊取自各篇刊載內容。