博物館展示倫理之實證研究：以國立科學工藝博物館「科學辦案──神探再現」特展為例

The Study of the Museum Exhibit Ethics: A Case Study of a Special Exhibit “The Return of Sherlock Holmes : The Advances of Forensic Science” at the National Science and Technology Museum

近年來，台灣物館不論質與量有長足的增長，伴隨著彼此競爭的白熱化，各大博物館似乎也無所不用其極結合同業或異業資源。例如：結合媒體、發卡銀行推出許多特展，以吸引民眾的青睞。但由於籌劃時間的倉促與行銷手法過於誇大及商業化，部分展示難免引起觀眾買票入場後，產生後悔或認知矢調的心理狀況，甚至展示的議題與內容不符合社會的期待與價值觀。另外，博物館專業倫理的議題開姶被廣泛的探討與重視，甚至多數博物館對內開姶准動專業倫理規章或守則，因而引發本研究想深入探討的動機。研究將從博物館觀眾認知的展示倫理，瞭解觀眾對於不同層面的展示倫理為何？本研究透過文獻回顧蒐集博物館展示倫理的相關文獻，從博物館展示理論幾個相關構面：環境、行、教育、服務設計問卷，並對國立科學工藝博物館之「科學案－－神探再現」特展191位有效觀眾進行調查分忻，瞭解觀眾對於博物館展示倫理的認知程度為何？研究結果透過探索性因素分析發現此特展之展示倫理構面可萃取出七大主要因素：包括服務性、教育性、行性、環境性、關懷性、規律性、安適性。其中以教育性、安適性與服務性表現較佳，行銷性與環境性表現較不理想，其中又以「符合參觀動線需求」及「提供良好的無障礙設施」表現較不被認同，日後博物館在舉特展的同時，應考量提供良好的無障礙設施及動線規劃以提高觀眾之可接近性認同度。

As Taiwanese society and economy change rapidly recently, Taiwan has been making a considerable progress in both quality and quantity of museums. Because of the fierce competition in the museum business, almost all the museums try their best to promote various kinds of exhibits to catch the people's attention by using all available resources from the same or different businesses like media or credit card banks. Because of rushing planning, poorly preparing, and highly commercialization and marketing exaggeration, some of the exhibits bring much disappointment and mismatch to many visitors. Moreover, the exhibit themes and contents do not fit the social expectation and value. Therefore, the topic of museum exhibit ethics has been highly emphasized and widely discussed. Moreover, most museums have started to enforce the rules for exhibit ethics internally - this is the motivation of this work. Our study focuses on the exhibit ethics recognized by the museum visitors from different aspects. We collect and review the literature related to exhibit ethics, and then design a survey questionnaire based on the following related aspects of exhibit ethics: environment, marketing, education, and service. We then conduct a survey of 191 visitors of NSTM's The Return of Sherlock Holmes: The Advances of Forensic Science to understand the extent of the exhibit ethics recognized by visitors. We use factor analysis and find out that the exhibit ethics can be mainly abstracted as the following seven factors: service, education, marketing, environment, customers' care, regulation, and security. For the education, security, and service perform well, while marketing and environment perform poorly. So, it is supposed to provide better barrier-free facilities and circulation plan to increase visitors agreement and acceptation.