「為何而來？」：家長選擇營隊之消費決策研究──以國立科學工藝博物館為例

Why Join? : Parents' Consumption Decision-Making on Summer Camp — By the Case of National Science and Technology Museum

冬夏令營為博物館重要之教育推廣活動，本研究以國立科學工藝博物館為研究個案，以參與2013年個案博物館夏令營之學員家長為對象，採問卷調查法，以瞭解個案博物館營隊學員家長為子女選擇課程時，其資訊來源、動機、以及評估因素。希冀能增進對於博物館教育活動客群之了解，並對博物館營運與行銷有所裨益。研究結果發現：夏令營消費決策者以軍公教婦女為主，主要資訊來源為個案博物館網頁，主要評估因素為單位之專業形象，主要消費動機為培養多方面興趣與促進學童之身心均衡發展。本研究據此提出五項管理意涵：（一）學童母親為營隊首要潛在客戶；（二）營隊課程規劃設計應回應消費者需求；（三）善用資訊網路提升行銷成效；（四）報名與繳費機制應有妥善規劃；（五）營隊機構應塑造專業品牌。本研究並同時就研究方法與主題提出未來研究建議。

Camp fairs are important museum educational programs. This study investigates the determinants of summer camp consumption decision through questionnaire, the research participants were students' parents of 2013 summer camp in National Science and Technology Museum (NSTM). In doing so, this study increases the understanding of the customers of museum educational programs, and provides insight into museum operation and marketing. The major findings of this study include: female civil servants are major consumption decision-makers; NSTM official website is the main information source; the major consumption determinant is educational institution's professional image; and the major consumption motives are developing wide interests and balancing physical and mental development. According to the results, this study provides five suggestions for practitioners as follows: 1. Students' mother is the major potential customer. 2. Camp course planning should response consumers' demand. 3. Increase marketing efficiency through the internet. 4. Enrolment and payment mechanism should be planned precisely. 5. Branding is critical for educational institution. This study also provides future research suggestions on method and topic.