科學博物館家庭觀眾參觀行為之研究－身分取向的解讀

Behaviors of Family Groups in a Science Museum: Interpretation of Identity Approach

10.6686/MuseQ.201004_24(2).0004

王啟祥(Chi-Hsiang Wang)；朱仕甄(Shih-Chen Chu)

家庭觀眾 ； 觀眾研究 ； 身分 ； 博物館 ； museum ； family group ； visitor study ； identity

博物館學季刊

24卷2期（2010 / 04 / 01）

57 - 81

繁體中文

本研究運用社會學中與個人身分有關的信念、價值、態度與規範等概念，探討與解讀國立科學工藝博物館家庭觀眾的參觀動機與行為，研究問題包含家庭團體參觀博物館的動機可區分為哪些參觀類型；不同類型家庭之參觀行為特性；家庭成員的身分與角色對家庭團體參觀博物館動機與行為的影響；以及此一取向研究對博物館實務與研究的啟示。本研究採用觀察法，利用數位錄影機，蒐集與記錄家庭觀眾在工博館全程的參觀行為；並透過訪談瞭解家庭觀眾的參觀動機。自2006年2月至2008年4月在工博館大廳入口以立意取樣方式進行資料之蒐集，總計蒐集16組家庭個案參觀行為資料。依據資料分析結果，本研究歸納出「課業型」、「知識型」、「安親型」、「出遊型」及「興趣型」五種家庭參觀型態，顯現家庭團體參觀博物館動機與行為的複雜性；此外，從家庭成員角色扮演相關的信念、價值、態度與規範之分析可見，身分與角色扮演（特別是父母、祖父母、叔姨長輩等身分）是影響家庭參觀動機與型態的主要因素之一，而且家庭團體的博物館參觀行為是以孩童為中心。因此，博物館 如何促進家長等角色扮演，增進家庭的參觀意願與品質是值得進一步 探討的方向。依據研究發現，本研究提出對於博物館經營實務、後續研究，以 及其他博物館進行整體性家庭觀眾研究之建議。

The purpose of this research is to explore and interpret the behaviors of family groups during visits to a museum by employing the identity approach of sociology. The focus of this study is on how beliefs, values, attitudes, and norms of family members motivate family groups to visit a museum. Do different motivations for visiting lead to different types of visits among family groups? What are the relationships among motivation, behavior and perception of family groups during a visit? To answer these questions, digital video recordings of the visiting behaviors of 16 family groups in the National Science and Technology Museum (NSTM) were collected and analyzed. In addition, in-depth interviews were carried out to explore the motivations and perceptions of their visits. The collection and analysis of the data relied on the triangulation method, and further accuracy and reliability were obtained by multiple researcher triangulation. The study was conducted from February 2006 to April 2008. The results demonstrated that identity and role affect the visiting behaviors of family groups. Different beliefs, values, attitudes and social norms result in five types of museum visit motivations: homework-based, knowledge-based, nanny-based, family outing-based, and hobby-based. Identity of family members is a potential factor for determining whether a family will visit a museum and its behaviors during its visit. Overall, this study provides a deeper understanding of the nature of behaviors of family groups visiting a science museum based on the exploration of identity and role of family members, which can help museums to create a more family friendly environment.

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