國立科學工藝博物館大銀幕電影院觀眾觀賞動機與滿意度之研究

The Motivation and Satisfaction of IMAX Theater Visitors to the National Science and Technology Museum

1980年代起，台灣的博物館開始設置不同類型的IMAX系統，例如科博館、工博館、兒育中心、天文館等，提供博物館觀眾科學教育、休閒娛樂、社交活動等功能。然而，近30年來，在科技、社會環境、放映技術發展、商業影片競爭等因素的影響下，博物館IMAX電影院的設施及播映的影片，是否發揮滿足觀眾的需求與期望，是值得探討的課題。為此，本研究以E.K.B.消費者行為模式為基礎，探討不同背景觀眾的觀賞動機與滿意度，以及觀賞動機與滿意度之間的關係。本研究以工博館大銀幕電影院為研究個案，於2009年3月至4月針對觀賞IMAX電影後的觀眾進行問卷調查，有效問卷共449份。研究結果發現：不同背景觀眾的觀賞動機與滿意度具有顯著差異；而觀賞動機與滿意度有顯著的正相關。依據研究結果，本研究對於工博館大銀幕電影院選片、訂價、行銷策略等營運實務提出建議。

Since the 1980's, Taiwan's Museums start establishing different types of IMAX film systems, such as NMNS, NSTM, TCRC, TAM to provide visitors with the science education, recreation, social activities and other functions. In view of this, Museums' IMAX Theaters are many years of operation, the change in social environment and technology, whether play the function of the museum and to meet the needs and expectations of the audiences. Who will visit the IMAX Theaters? Why do they visit the IMAX Theaters? How are their satisfactions? Based on E.K.B. Model, the purpose of this study is to explore the differences among various backgrounds of IMAX® 3D Theater's motivations and satisfactions and to explore the dependence between IMAX® 3D Theater visitors' motivations and satisfactions. This study uses the NSTM IMAX® 3D Theater as its case study. There are total 449 valid questionnaires. The results show that: the visitors' backgrounds affect their motivations and satisfactions; motivations and satisfactions have positive correlation. IMAX Theater visitors' motivations emphasis on entertainment, but they do not get great satisfaction from the theater. Many visitors are willing to revisit the theater; however, they are not satisfied with the present experiences. Based on the survey, the study has raised several suggestions toward the operations of the theater, including the selection of films, pricing strategies, marketing strategies.