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題名 博物館特展之策略體驗模組研究： 以「康熙大帝與太陽王路易十四－中法藝術文化的交會」 特展為例
The research of strategy experiential modules - taking emperor Kangxi and the Sun King Louis XIV in National Palace Museum for example
作者 蔡侑庭
Tsai, Yu Ting
貢獻者 祝鳳岡
蔡侑庭
Tsai, Yu Ting
關鍵詞 顧客滿意度
顧客忠誠度
體驗行銷
體驗價值
特展
故宮
日期 2011
上傳時間 4-Sep-2013 16:17:08 (UTC+8)
摘要 故宮博物院的藏品數量及參觀人數都讓人驚艷。然而，過往故宮的經營側重於文物的珍藏功能及研究功能，未注重與大眾的溝通及育樂功能，對國內民眾而言，故宮陌生且遙遠。為拉近與民眾距離，故宮近年做了很多改變，其中包含與媒體舉辦限期且主題特殊的大型特展。
　　本研究以故宮在民國百年之年度特展《康熙大帝與太陽王路易十四－中法藝術文化的交會特展》為研究為例，訪問參觀過特展且使用導覽設備的觀眾，探討「策略體驗模組」、「體驗價值」、「顧客滿意度」及「顧客忠誠度」彼此之間的關係，並以研究成果為基礎，提出未來故宮舉辦此類特展的行銷策略建議。
　　本次研究兼含量化問卷及質化深度訪談。研究方法採用描述性統計、皮爾森積差相關分析、T檢定、迴歸分析等研究方法。
　　本次研究的結果如下：
1. 針對特展的舉辦提出五項行銷策略建議
2. 策略體驗模組對體驗價值具有顯著關係。
3. 策略體驗模組對顧客滿意度具有顯著關係。
4. 策略體驗模組對顧客忠誠度具有顯著關係。
5. 體驗價值對顧客滿意度具有顯著關係。
6. 體驗價值對顧客忠誠度具有顯著關係。
7. 顧客滿意度對顧客忠誠度具有顯著關係。
8. 部分人口變項，如性別、年齡、收入、教育程度等對體驗行銷、體驗價值、顧客滿意度及顧客忠誠度具有顯著差異性。
National Palace Museum has been famous for its number of collections and the number of international visitors. However, Due to its focus on heritage preservation and research, National Palace Museum has ignored mass communication and entertainment. For many people in our country, National Palace Museum is so far away from them. To get closer to people in Taiwan, National Palace Museum has made lots of efforts over the past years, including holding special exhibitions.
A special exhibition Emperor Kangxi and the Sun King Louis XIV held by National Palace Museum is taken as the object of this research. The purpose of this research is to explore the relation among strategy experiential modules, experiential value, customer satisfaction and loyalty. Moreover, this research tries to provide some marketing strategies on conducting special exhibitions based on research results.
This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 366 effective questionnaires are obtained. The statistical analysis includes descriptive statistic, t-test, Pearson correlation, ANOVA, and regression. In qualitative approach, in-depth interview is utilized.　
The results of this research include:
1. 5 marketing strategy suggestions on conducting a special exhibition.
2. Strategy experiential modules have dramatic correlation with experiential value.
3. Strategy experiential modules have dramatic correlation with customer satisfaction.
4. Strategy experiential modules have dramatic correlation with customer loyalty.
5. Experiential value has dramatic correlation with customer satisfaction.
6. Experiential value has dramatic correlation with customer loyalty.
7. Customer satisfaction has dramatic correlation with customer loyalty.
8. Interviewees with different sex, age, education, profession, married status and income show significant differences.
參考文獻 中文部分：
王世澤(2003)。《體驗行銷：模型發展與實務驗證》。國立中央大學企業管理研究
所碩士論文。
王雅玲(2002)。《從超級特展探討博物館與傳播媒體之互動─以「黃金印象─奧
塞美術館名. 作」與「兵馬俑．秦文化」特展為例》，南華大學美學與藝術
管理研究所碩士。
何傳坤(2009)。金玉其外的博物館線項。博聞，網址：
http://makingmuseum.tnua.edu.tw/emnews/28/feature/549（瀏
覽日期：2011/1/4）
邱志豪(2010)。《體驗行銷與體驗價值對都市意象傳播效果之影響- 以 2009
高雄市海洋博覽會暨遊艇展為例》。國立中山大學傳播管理研究所碩士論文。
林國平(主編)(2005)。導讀故宮。台北市：國立故宮博物院。
秦裕傑(1999)。博物館社會資源與行銷，第 44 期，網址：http://www.
tmoa.gov.tw /journal/mag44/6.html（瀏覽日期：2011/1/2）
夏業良、魯煒（譯）(2003)。B.J. Pine II, & J.H. Gilmore 著。體驗經濟時代。台
北：經濟新潮社。
陳貞吟、曾光華(2002)。《體驗價值行銷之特性與應用》。「第一屆服務業行銷管
理學術研討會論文集」。
許慧真(2002)。《博物館超級特展之文化工業初探—以「兵馬俑‧秦文化」特展
為例》。國立台南藝術學院博物館研究所碩士論文。
黃光男(1997)。博物館行銷策略。台北市：藝術家出版社。
黃慧珍(2008)。《博物館行銷實務：以國立自然科學博物館電子報發展為例》。博
物館學季刊。22(2)。pp.79-95。
鄭巧玟(2008)。《打造新博物館體驗：國立故宮博物院個案研究》。國立政治大學
企業管理學系碩士論文。
劉婉珍(2007)。博物館就是劇場，藝術家出版社。
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Babakus, E., C. Beinstock, and J. Scotter, (2004), Linking
Perceived Quality and Customer Satisfaction to Store
Traffic and Revenue Growth, Decision Sciences, 35: 713-
737.
Babin, B. J., Dardin, W. R., & Griffin, M. (1994). Work
and/or fun: measuring hedonic and utilitarian shopping
value. J consum Res, 20(4), 644-656.
Bailey, J.E. & Pearson, S.W. (1983). Development of a Tool
for Measuring and Analyzing Computer User Satisfaction,
Management Science, 29(5), 530-545.
Bowen, J.T. & Shoemaker, S. (1998). Loyalty: strategy
commitment. Cornell Hotel Restaurant Administration
Quarterly, 39(1), 12-25.
Brown, G.H. Brand loyalty – fact or fiction? Advertising
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experience economy. Harvard Business Review, 76(4), 97-
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Schmitt, B. (1999). Experiential marketing. Journal of
Marketing Management, 15(1-3), 53-67.
Selnes, F. (1993). An examination of the effect of product
performance on brand reputation, satisfaction and
loyalty. European Journal of Marketing, 27(9), 19-35.
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描述 碩士
國立政治大學
廣播電視學研究所
98453010
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098453010
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 蔡侑庭zh_TW
dc.contributor.author (Authors) Tsai, Yu Tingen_US
dc.creator (作者) 蔡侑庭zh_TW
dc.creator (作者) Tsai, Yu Tingen_US
dc.date (日期) 2011en_US
dc.date.accessioned 4-Sep-2013 16:17:08 (UTC+8)-
dc.date.available 4-Sep-2013 16:17:08 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2013 16:17:08 (UTC+8)-
dc.identifier (Other Identifiers) G0098453010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60140-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣播電視學研究所zh_TW
dc.description (描述) 98453010zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 故宮博物院的藏品數量及參觀人數都讓人驚艷。然而，過往故宮的經營側重於文物的珍藏功能及研究功能，未注重與大眾的溝通及育樂功能，對國內民眾而言，故宮陌生且遙遠。為拉近與民眾距離，故宮近年做了很多改變，其中包含與媒體舉辦限期且主題特殊的大型特展。
　　本研究以故宮在民國百年之年度特展《康熙大帝與太陽王路易十四－中法藝術文化的交會特展》為研究為例，訪問參觀過特展且使用導覽設備的觀眾，探討「策略體驗模組」、「體驗價值」、「顧客滿意度」及「顧客忠誠度」彼此之間的關係，並以研究成果為基礎，提出未來故宮舉辦此類特展的行銷策略建議。
　　本次研究兼含量化問卷及質化深度訪談。研究方法採用描述性統計、皮爾森積差相關分析、T檢定、迴歸分析等研究方法。
　　本次研究的結果如下：
1. 針對特展的舉辦提出五項行銷策略建議
2. 策略體驗模組對體驗價值具有顯著關係。
3. 策略體驗模組對顧客滿意度具有顯著關係。
4. 策略體驗模組對顧客忠誠度具有顯著關係。
5. 體驗價值對顧客滿意度具有顯著關係。
6. 體驗價值對顧客忠誠度具有顯著關係。
7. 顧客滿意度對顧客忠誠度具有顯著關係。
8. 部分人口變項，如性別、年齡、收入、教育程度等對體驗行銷、體驗價值、顧客滿意度及顧客忠誠度具有顯著差異性。		zh_TW
dc.description.abstract (摘要) National Palace Museum has been famous for its number of collections and the number of international visitors. However, Due to its focus on heritage preservation and research, National Palace Museum has ignored mass communication and entertainment. For many people in our country, National Palace Museum is so far away from them. To get closer to people in Taiwan, National Palace Museum has made lots of efforts over the past years, including holding special exhibitions.
A special exhibition Emperor Kangxi and the Sun King Louis XIV held by National Palace Museum is taken as the object of this research. The purpose of this research is to explore the relation among strategy experiential modules, experiential value, customer satisfaction and loyalty. Moreover, this research tries to provide some marketing strategies on conducting special exhibitions based on research results.
This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 366 effective questionnaires are obtained. The statistical analysis includes descriptive statistic, t-test, Pearson correlation, ANOVA, and regression. In qualitative approach, in-depth interview is utilized.　
The results of this research include:
1. 5 marketing strategy suggestions on conducting a special exhibition.
2. Strategy experiential modules have dramatic correlation with experiential value.
3. Strategy experiential modules have dramatic correlation with customer satisfaction.
4. Strategy experiential modules have dramatic correlation with customer loyalty.
5. Experiential value has dramatic correlation with customer satisfaction.
6. Experiential value has dramatic correlation with customer loyalty.
7. Customer satisfaction has dramatic correlation with customer loyalty.
8. Interviewees with different sex, age, education, profession, married status and income show significant differences.		en_US
dc.description.tableofcontents 中文摘要 I
英文摘要 II
謝辭 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　研究對象選取 3
第四節 研究流程 4
第二章　文獻探討 6
第一節　體驗行銷 6
第二節　體驗價值 11
第三節　顧客滿意度 16
第四節 顧客忠誠度 19
第五節　博物館意涵及國內藝文特展概況 22
第三章　研究方法 29
第一節　研究架構 29
第二節　研究假設 30
第三節　研究變項之操作型定義 31
第四節　資料蒐集與分析方法 36
第四章 資料分析與研究結果 40
第一節　樣本分析 40
第二節 描述性統計分析 42
第三節　因素分析與信度檢定 46
第四節　皮爾遜積差相關分析 54
第五節　迴歸分析 58
第六節 差異性分析 69
第七節 假設驗證 75
第八節 質化研究結果 76
第五章　結論與建議 80
第一節　研究結論 80
第二節　行銷策略建議 84
第三節　研究貢獻 86
第四節　研究限制及未來研究建議 87
參考文獻 88
附錄一 問卷 93
附錄二 訪談內容 98		zh_TW
dc.format.extent 1443529 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098453010en_US
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 顧客忠誠度zh_TW
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) 體驗價值zh_TW
dc.subject (關鍵詞) 特展zh_TW
dc.subject (關鍵詞) 故宮zh_TW
dc.title (題名) 博物館特展之策略體驗模組研究： 以「康熙大帝與太陽王路易十四－中法藝術文化的交會」 特展為例zh_TW
dc.title (題名) The research of strategy experiential modules - taking emperor Kangxi and the Sun King Louis XIV in National Palace Museum for exampleen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分：
王世澤(2003)。《體驗行銷：模型發展與實務驗證》。國立中央大學企業管理研究
所碩士論文。
王雅玲(2002)。《從超級特展探討博物館與傳播媒體之互動─以「黃金印象─奧
塞美術館名. 作」與「兵馬俑．秦文化」特展為例》，南華大學美學與藝術
管理研究所碩士。
何傳坤(2009)。金玉其外的博物館線項。博聞，網址：
http://makingmuseum.tnua.edu.tw/emnews/28/feature/549（瀏
覽日期：2011/1/4）
邱志豪(2010)。《體驗行銷與體驗價值對都市意象傳播效果之影響- 以 2009
高雄市海洋博覽會暨遊艇展為例》。國立中山大學傳播管理研究所碩士論文。
林國平(主編)(2005)。導讀故宮。台北市：國立故宮博物院。
秦裕傑(1999)。博物館社會資源與行銷，第 44 期，網址：http://www.
tmoa.gov.tw /journal/mag44/6.html（瀏覽日期：2011/1/2）
夏業良、魯煒（譯）(2003)。B.J. Pine II, & J.H. Gilmore 著。體驗經濟時代。台
北：經濟新潮社。
陳貞吟、曾光華(2002)。《體驗價值行銷之特性與應用》。「第一屆服務業行銷管
理學術研討會論文集」。
許慧真(2002)。《博物館超級特展之文化工業初探—以「兵馬俑‧秦文化」特展
為例》。國立台南藝術學院博物館研究所碩士論文。
黃光男(1997)。博物館行銷策略。台北市：藝術家出版社。
黃慧珍(2008)。《博物館行銷實務：以國立自然科學博物館電子報發展為例》。博
物館學季刊。22(2)。pp.79-95。
鄭巧玟(2008)。《打造新博物館體驗：國立故宮博物院個案研究》。國立政治大學
企業管理學系碩士論文。
劉婉珍(2007)。博物館就是劇場，藝術家出版社。
英文部分：
Babakus, E., C. Beinstock, and J. Scotter, (2004), Linking
Perceived Quality and Customer Satisfaction to Store
Traffic and Revenue Growth, Decision Sciences, 35: 713-
737.
Babin, B. J., Dardin, W. R., & Griffin, M. (1994). Work
and/or fun: measuring hedonic and utilitarian shopping
value. J consum Res, 20(4), 644-656.
Bailey, J.E. & Pearson, S.W. (1983). Development of a Tool
for Measuring and Analyzing Computer User Satisfaction,
Management Science, 29(5), 530-545.
Bowen, J.T. & Shoemaker, S. (1998). Loyalty: strategy
commitment. Cornell Hotel Restaurant Administration
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