運用RFID系統探討博物館觀眾參觀行為影響因素之研究

Using RFID to Identify Factors Influencing Museum Visitor Behaviors

基於博物館瞭解觀眾參觀行為的重要性，本研究嘗試應用RFID系統具有偵測、檢核、記錄人員與物件流動資訊的特性，進行博物館觀眾參觀行為的研究，主要研究目的為探討RFID系統應用於觀眾參觀行為研究的應用性，以及瞭解不同背景觀眾在國立科學工藝博物館台灣電信百年風華特展的參觀行為。總計蒐集310位樣本觀眾，其中有180位觀眾參觀測試展區。在RFID系統的應用性方面，本研究認為RFID系統在探討觀眾參觀展示的吸引力與持續力方面，具有便利性、穩定性及可靠性的優點，不過目前所需經費較高，並且無法瞭解觀眾其他參觀行為，例如觀眾之間的互動、對話等，有其應用的限制性。在觀眾參觀行為方面，本研究發現觀眾在不同展示類型的吸引力及持續力有所差異，與國內外研究有相同的結果，因此，展示類型可說是影響觀眾參觀行為的必然因素；此外，各種不同背景觀眾，僅有部份背景變項在展示的吸引力及持續力有所差異，與國內外研究也有類似的結果，換言之，觀眾本身的特性是影響參觀行為的可能因素，而非必然因素。

Understanding visitor behaviors is an important task for museum staff, especially for those who are interested in designing exhibits that attract and hold visitors. In order to collect data more efficiently in exhibition halls, a RFID system has been designed and established to detect and record which exhibits visitors stop attraction power and the amount of time visitors spent at each exhibit holding power in the hall of Telecom History in Taiwan at National Science and Technology Museum. Totally, 310 visitors participated in this study. Their demographic information was also collected to examine the relationship among visitor characteristics, exhibit styles, and attracting and holding power. The main findings were as followings: 1. Interactive exhibits gained greatest attraction and holding power among four different exhibit styles. 2. Some of demographic variables, but not all, was found a significant relationship between attracting and/or holding power. 3. The RFID system worked very well on collecting data for research and is recommended for wider uses. Its strengths and limitations were also discussed.