參觀者對博物館服務品質、知覺價值、滿意度及行為意圖關係之研究：以國立自然科學博物館為例

Investigating the Relationships between Quality, Perceived Value, Satisfaction and Behavioral Intentions for Museum Visitors: A Case of National Museum of Natural Science

本研究以國立自然科學博物館為研究標的，透過結構關係模式之估計與分析探討參觀者對博物館之服務品質、知覺價值、滿意度及行為意圖間之關係。本研究採問卷調查法，以便利抽樣針對已參觀完畢準備離去之科博館遊客為發放對象，共發出250份問卷，有效問卷回收數為207份。分析結果發現•服務品質會直接正向影響行為意圖，服務品質會直接正向影響知覺價值，服務品質會直接正向影響滿意度，知覺價值會透過滿意度間接正向影響行為意圖，並不會直接影響行為意圖，服務品質透過知覺價值對滿意度產生間接正向的影響。就相關博物館經營管理意涵與建議亦進行討論。

This study investigated the relationships between quality, perceived quality, satisfaction and behavioral intentions for visitors who visited the National Museum of Natural Science. A structured questionnaire was designed to collect the empirical data for the study by using convenience sampling method. A total of 250 questionnaires were delivered and 207 effective samples were obtained from the on-site interview. The results reveal that both service quality and satisfaction have positive direct impacts on behavioral intentions while perceived value mediated by satisfaction has a positive indirect impact on behavioral intentions. In addition, perceived value has a positive direct impact on satisfaction while service quality mediated by perceived value has a positive indirect impact on satisfaction. The policy implications for museum management were also discussed.