鮮為人知的價值──國立科學工藝博物館值多少？

How Much Does it Cost? Economic Value of National Science and Technology Museum by Contingent Valuation Method

本研究以國立科學工藝博物館（以下簡稱科工館）的社會利益為研究目標，於民國98年1月2日至2月25日分別在科工館內外及高雄捷運人潮較多的六個捷運站外，以科工館的參觀民眾及高雄市民眾作為抽樣母群體，用「條件評價問卷」企圖找出影響評價結果的變數。研究發現：一、若將受訪者分為科工館內外施測者與其他地點施測者，可明顯發現，與科工館較親近的施測者對於科工館的願付金額較高。二、在受訪者願意付錢支持科工館的理由中，包含存在價值、利他價值、遺贈價值等因素，其中有許多願付理由無法從科工館票房中呈現，因此，若單從票房收益來評斷科工館是否稱職，並非一個理想的指標。三、經過統計校正，從母群體中推估一般民眾的願付金額平均值為每人每年願付74.51元給科工館，此為最佳且最保守的估計值；若直接取自樣本的敘述統計量，每人每年願付金額上限平均值為743.15元，此為最樂觀的估計值。四、若以高雄市民作為母群體，科工館一年的經濟價值為一億一千四百多萬元至十一億三千七百零八萬元之間。強烈建議館方應致力於吸引更多民眾前來親近科工館，當能有效提高科工館的總體經濟價值。若能積極破除科工館留在民眾心目中的負面形象，並加深留在民眾心目中的正面形象，也會提高總體經濟價值的可能性。

This research focused on the social benefits of National Science and Technology Museum (NSTM). It drew samples from NSTM visitors, both inside and outside of the museum, and Kaohsiung citizens in the six different Kaohsiung Rapid Transit System stations from January 2 to February 25, 2009. This study attempted to find out the variables which affect the contingent valuation of NSTM. Four findings showed from the research: (1) The samples drew around NSTM were willing to pay more to NSTM than others; (2) The reasons that affect the samples willing to pay include the existence values, altruistic values and bequest values of the museum. Many of these reasons cannot be reflected by museum admissions. Consequently, the box office revenue was not the best index to judge the value of NSTM. (3) By statistical adjustments, the general public was willing to pay NT$74.51 per annum to NSTM in average for the best and the most conservative valuation. If calculated from the samples by descriptive statistics, the general public was willing to pay NT$743.15 at the most per annum to NSTM in average for the most optimist valuation. (4) If granted the Kaohsiung citizens as the population, the economic value of NSTM per annum was between NT$114,000,000 to NT$1,137,080,000. It strongly suggested that NSTM should concentrate on attracting more visitors to the museum. It could rise up the macroeconomic valuation effectively. If the museum could remove the negative impressions from the publics and enhance the positive impressions, it would increase the possibilities of macroeconomic valuation.