觀眾價值量表的驗證與應用：以「立體書的異想世界」特展為例

Verifying and Applying the Visitor Value Scale to the Exhibition of Stunning Pop-Up Book

李君如(Chun-Ju Li)

特展 ； 價值 ； 結構方程模式 ； exhibition ； value ； structural equation modeling (SEM)

科技博物

17卷1期（2013 / 03 / 01）

103 - 131

繁體中文

隨著時代環境的變遷，博物館的角色與功能也隨之演化；而多元主題的特展亦逐漸成為有別於傳統博物館展示的新興勢力，而這些特殊主題的展覽究竟滿足了參觀觀眾的何種需求則是可以被深入探討的課題，以讓活動的舉辦更具效益，並可延伸到後續展覽的規劃建議。本研究以之前發展的觀眾價值量表為基礎，經由驗證性因素分析確認其信效度，並建構其與觀眾滿意度及忠誠度之結構模式。研究以2012年於國立歷史博物館舉辦的立體書特展為對象，結果顯示觀眾價值較強烈者為可以欣賞相當多樣的立體書作法、展覽作品具獨特性、展示作品具藝術感。不同觀眾屬性在價值、滿意度與忠誠度之部分構面有顯著差異。所建構之整體模式通過配適度考驗，且交叉效度亦具有相當穩定性；模式結果證明觀眾價值會正向影響滿意度及忠誠度、滿意度亦會影響忠誠度；其中又以情境價值最為顯著，而與價值相關性較高者為展示內容的豐富程度。

As time goes on, the role and function of museum is alter. Multi-topic exhibition gradually becomes an emerging market which is different from the traditional museum exhibition. Therefore, how these exhibitions of special topics satisfy visitors is worthy to discuss in depth, and then the result would bring a greater benefit and suggestions to the following activities. This research was based on the prior visitor value scale, confirming the reliability and validity by factor analysis, and constructing the structural models of visitor value, satisfaction and loyalty as well. The subjects were people who visited the exhibition of stunning pop-up book held in national museum of history in 2012. The result showed there were three stronger visitor values included various makings can be admired, works possessed distinctive features and works possessed artistry. Different visitor attributes showed statistical significance among some parts of dimensions of perception value, satisfaction and loyalty. The model constructed in this research passed the test of goodness of fit, and the cross validation had stability. The model proved that visitor value could positively influence satisfaction and loyalty; conditioned value was the most significant therein, and the higher correlation with value was how plentiful exhibition displayed.

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