臺北市立美術館夜間觀眾參觀動機研究

A Study on Visitors'Motivation of Evening Hours at Taipei Fine Arts Museum

博物館夜間開放不僅是擴大觀眾群的方法，更提供了民眾休閒娛樂的去處。在新博物館時代，夜間開放成為貼近民眾生活的一種趨勢，但誰夜間來參觀博物館？他們的動機為何？成為本研究的研究動機。美國學者Marilyn G. Hood（1983）的研究指出，經常性與偶發性觀眾對博物館有不同的參觀動機。本研究依其理論，以臺北市立美術館為研究個案，針對夜間開放時段進行問卷調查，以瞭解夜間觀眾參觀動機上的差異。研究於96年5月，選取兩個週末夜間進行調查，有效問卷共309份。本研究發現，臺北市立美術館的夜間與日間觀眾相當一致。另外，經常性與偶發性觀眾在參觀動機上亦沒有顯著差異，因此Hood（1983）的動機理論可能必須經適當的修正後，方可應用在台灣。研究結果顯示台灣博物館對於所有觀眾都要加強學習、社交、休閒、教育等功能，並擴大對於非觀眾之研究與行銷。本研究限制在於無法取得Hood（1983）的研究量表，結果可能產生失誤。此外，Hood（1983）的六項衡量休閒活動指標係以民眾參與率調查為基礎，由於本研究在博物館內進行，因此無法了解非觀眾動機，研究者建議後續可選取與Hood（1983）研究的Toledo地區相似的城市進行研究調查，以瞭解非觀眾、偶發性觀眾與經常性觀眾動機的差異。

Offering evening hours not only is a good way for museums to attract new visitors, but also provides a good choice for people to go in their leisure time. Who will visit the museums in the evening? Why do they visit at night? This study will answer these questions. The main purpose of this study is to explore visitors' motivations in going to museums during evening hours. The study uses the Taipei Fine Arts Museum as its case study. There were 309 valid questionnaires. The result shows that there is no different motivation between frequent visitors and occasional visitors. The motivation theory used in Marilyn G. Hood's study needs to be revised before it can be applied in Taiwan. It shows that museums in Taiwan have to strengthen their functions such as, learning, social activity, recreation, and education, for all visitors, and they have to expand their marketing efforts for non-visitors. The limitations of this study are that the author was unable to get the form of Hood's research, and the six major attributes underlying adults' choices in their use of leisure time were focus on investigating museum visitors. The study suggests that a similar city can be selected as a research area for further investigation in the future. Then these new studies, can discuss the attitudes and motivations between non-visitors, occasional visitors and visitors.