自然科學博物館服務品質、設備設施和情境體驗的滿意度調查研究－－以臺中自然科學博物館為例

To Explore The Possibility Of Factors Of Attraction To National Museum Of Natural Science For Visitors

本研究目的是在探討遊客至自然科學博物館遊覽的各項可能因素，主要從服務品質、設備設施、情境體驗等三大構面來探討如何提升遊客滿意度。以至臺中國立科學博物館消費的遊客為發放問卷對象，選擇400人次作為本研究的受測對象，有效問卷共383份，有效回收率為95.8%。資料處理採用SPSS 12.0 for Windows套裝統計軟體進行資料分析，分析方法為次數分配、因素分析、結構方程式、迴歸分析及單因子變異數分析等。分析結果顯示，服務品質、設備設施和情境體驗是遊客至自然科學博物館遊覽時滿意評價的較大考量因素。在服務品質對自然科學博物館滿意度方面，服務人員態度、服務人員的專業能力之滿意度與自然科學博物館滿意度皆有正向相關存在；在設設施對自然科學博物館滿意度方面，館內設施多元化、公共設施安全性之滿意度與自然科學博物館滿意度皆有正向相關存在；在情境體驗對自然科學博物館滿意度方面，定期歷史教育展覽體驗、定期生命物種展覽體驗之滿意度與自然科學博物館滿意度皆有正向相關存在。

The purpose of this study was to explore the possibility of factors for Taichuan's natural museum traveling. Three factors included quality of service, facilities and emotion experience were conducted to this study, also investigated whether three factors would enhance the visitors' satisfaction while visiting to National Museum of Natural Science. The 400 volunteers were selected form National museum of natural science in this study and took part in questionnaire investigation. Research questionnaires were analyzed using Frequency , factors, Amose, Multiple regression & One-way ANOVA. The findings of this study implied that three factors of quality of service, facilities and emotion experience were thought to the most important satisfaction for visitors traveling to National museum of natural science. There were highly influences among personnel attitude, professional ability in the satisfaction. As for quality of facilities, there also showed the significantly influence between the public safety and satisfaction. Finally, the data was showed the result that there were highly influences between hall exhibitions and satisfaction. The results also were conducted to the relationship between independence variables and dependence variables. The data were showed that sex had highly influence on emotion experience, location of introduction, personnel attitude, interpretation skill and public safety. As for years, which was showed significantly influence on hall exhibition of animation and history species. The data also were showed that there were significantly satisfaction among each hall exhibition and content for education range. The results showed that the data of revenue and residence were analyzed to negative influence on location of introduction and hall exhibition. Finally, the data of resource information and travel motivation was to show same negative influence on hall exhibition and location introduction too.