题名

博物館服務傳遞有助於休閒效益嗎？博物館休閒服務的實徵案例研究

并列篇名

Does service delivery enhance visitors' leisure benefits? An empirical analysis of the consumption of museum services

作者

黃仁宗(Jason Huang)

关键词

服務品質 ； 顧客滿意度 ； 行為意圖 ； 休閒動機 ； 休閒效益 ； behavioral intentions ； leisure benefits ； satisfaction ； service quality ； perceived value

期刊名称

島嶼觀光研究

卷期/出版年月

11卷4期（2018 / 12 / 01）

页次

1 - 38

内容语文

繁體中文
中文摘要

博物館一直被視為學習的場域。不過，今日很多遊客將參訪博物館當成一種隨興的休閒活動。儘管如此，參觀博物館仍是一種需要涉入的休閒行為。大部份博物館的展示有賴於博物館提供優質的解說服務，遊客方能從中獲得回報與休閒效益。本研究針對台灣歷史博物館遊客進行問卷調查，共回收問卷424份。研究主要的目的在於探討休閒行為與消費性服務傳遞同時發生時，消費體驗與休閒體驗之間的互動關聯，並探討服務傳遞與休閒效益的關係。在博物館的情境下，本研究透過SEM模型對休閒體驗與消費體驗的重要變數進行實證與理論的分析與探討。研究結果顯示影響遊客休閒效益與行為意圖最主要的因素是休閒動機，其次才是服務品質。對於博物館服務傳遞與休閒效益的關係，研究揭示只有在消費者感受到服務傳遞的價值能夠匹配或滿足其休閒價值時，服務傳遞才有助於休閒效益。知覺價值則在動機、服務品質與休閒效益之間具有完全中介的角色。不過，休閒效益與滿意度及行為意圖之間則無關聯。過去對於休閒體驗的研究多採用消費者研究的取徑，本研究的貢獻在於針對具有消費服務傳遞的休閒行為，採用可以同時評估休閒體驗與消費體驗的影響與效益的整合性研究架構。研究結果對博物館具有重要的管理意涵。
英文摘要

Museums have traditionally been regarded as educational institutions, but today they are viewed by many as a place for fun and relaxation. Museum experiences have been studied extensively in accordance with service marketing paradigm. However, it is also of interest to know whether or not leisure benefits may be acquired by museum visitors. Therefore, by incorporating both consumption and leisure experiences into a single research model, this study attempts to explore how visitors' motivation and service quality affect satisfaction, perceived value, leisure benefits and behavioral intentions. A total of 424 on-site responses from a survey conducted at the National Museum of Taiwan History were collected and employed in a structural equation model. The collected data were subject to statistical and theoretical analysis, several points emerge as primary conclusions from this investigation. Leisure motivation has been identified in this study as the primary driver to affect visitors' leisure benefits and behavioral intentions. In addition, the museum service quality has also exerted an effect on visitors' leisure benefits. While no significant effect between service quality and satisfaction and leisure benefits were found, correlations can neither be found between leisure benefits and behavioral intentions. Mediation analysis indicates that service quality, perceived value and customer satisfaction serve as the mediators between leisure motivation and behavioral intentions. Some managerial and marketing implications for museums are suggested.
主题分类 人文學 > 地理及區域研究
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被引用次数
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