澎湖地方文化館的觀眾知覺品質對滿意度、忠誠度及經營認知之影響～兼論以遊客居住地與參觀次數為調節變項之分析

Effect of Perceived Quality on the Satisfaction, Loyalty, and Business Perception of Local Cultural Museum Visitors in Penghu: An Analysis Using Residential Area and Number of Visits as the Moderating Variables

李君如(Chun-Ju Li)

地方文化館 ； 觀眾研究 ； 知覺品質 ； 滿意度 ； 忠誠度 ； Local Cultural Museum ； Visitor Study ； Perceived Quality ； Satisfaction ； Loyalty

島嶼觀光研究

9卷2期（2016 / 06 / 01）

59 - 90

繁體中文

本研究以在地資源為基礎，強調社區參與的地方文化館為對象，探討觀眾的參觀體驗。研究目的除經由觀眾問卷瞭解各館舍的經營狀況，更進階探討不同觀眾屬性（初重遊、是否為市民）是否在知覺品質、滿意度、忠誠度、經營認知有差異？知覺品質又是如何影響滿意度、忠誠度及經營認知？此影響關係是否又會受到觀眾屬性而產生干擾作用？經由五座館舍共2914份問卷的分析，結果顯示1、觀眾對於地方文化館知覺品質較高者為增加了人們接觸文化的機會、對社區的文化景觀有正面效益、展演內容能表現當地的特色；2、經驗證性因素分析建構包含地方加值、意象強化、多元創意、硬體設施、軟體服務等五項構面之知覺品質量表。3、觀眾屬性不同會在部分研究變項具有顯著差異，市民的評價高於外地客。4、經由結構方程模式探討知覺品質量與其他變項之關係，發現影響滿意度者為多元創意，影響忠誠度者為多元創意及硬體設施，影響經營認知者為地方加值、多元創意與軟體服務。5、以初重遊為調節變數，其會影響知覺品質與忠誠度之關係，對初遊者而言，顯著影響忠誠度者為多元創意及硬體設施；但對重遊者而言，則為軟體服務；以居住地為調節變數，則會影響知覺品質與滿意度及忠誠度之關係，對市民而言，硬體設施的影響較大；但對非市民而言，則為多元創意與軟體服務。後續可針對不同的觀眾特質規劃參觀重點，以提供更好的參訪經驗，有效回應地方文化館的存在意義與價值。

This study used local resources in Penghu and targeted local cultural museums that emphasize community participation to investigate the visiting experiences of museum visitors. Through a questionnaire survey, we elucidated the management conditions of various museums, examined the differences among research variables according to visitor attributes, determined how perceived quality influences visitor satisfaction, loyalty, and business perception, and ascertained whether such influence differed according to visitor attributes. Subsequently, 2914 questionnaires collected from 5 museums were analyzed. The results showed that the following factors improved visitors’ perceived quality of local cultural museums: increased opportunity for exposure to culture; positive influence of cultural landscape on the community; and museum exhibitions and performances manifesting local characteristics. Confirmatory factor analysis was employed to construct a perceived quality scale that comprises five dimensions: local added value, image enhancement, diverse creativity, hardware facility, and software services. Several research variables significantly differed according to visitor attributes, and evaluations made by visitors from urban areas were higher than those of foreign visitors. Structural equation modeling was also employed to investigate the relationship between perceived quality and other variables. The results indicated that diverse creativity influenced visitor satisfaction; diverse creativity and hardware facility influenced visitor loyalty; and local added value, diverse creativity, and software services influenced business perception. Subsequently, we adopted the number of visits (including first-time visit and revisits) as a moderator that influences the relationship between perceived quality and loyalty. The results showed that diverse creativity and hardware facility significantly influenced the loyalty of first-time visitors, whereas software services significantly influenced the loyalty of those revisiting the museum. By using residential area as a moderator to influence the relationship between perceived quality and visitor satisfaction and loyalty, we determined that hardware facility substantially influenced the satisfaction and loyalty of visitors who lived in urban areas, whereas diverse creativity and software services greatly influenced the satisfaction and loyalty of nonurban visitors. Future studies can plan museum highlights according to visitor characteristics to provide visitors with better visiting experiences, thereby effectively reflecting the meaning and values of local cultural museums.

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