探討內、外部整合行銷傳播效果對博物館特展的購買行為之影響──以涉入度為中介變項

To Study the Effect of Internal and External IMC on Purchase Behaviors in Museum's Special Exhibition --Involvement as a Mediator

台灣博物館隸屬於文化創意產業當中文化展演設施的一環，於90年代開始運用整合行銷傳播（ＩＭＣ）手法來行銷博物館的特展。然而台灣所運用的行銷手法是否有效果、民眾是否會因為博物館的行銷手法而有購買行為，是本研究所要探討的一項問題。本研究加入涉入程度為中介變項，欲探討民眾對於博物館展覽資訊瞭解程度是否亦為購買行為的中介變數，研究範圍選取台北市的公立博物館為研究範圍。而行銷概念分為對內部員工的內部行銷以及對外消費者的外部行銷，本研究延伸此概念，認為整合行銷傳播（ＩＭＣ）是全面性有對外的行銷傳播以及在內部的行銷傳播。而購買行為也分成兩部分：對外部民眾之購買意圖進行研究，以北美館舉行的「皮克斯動畫二十年特展」為研究範圍，針對330位尚未參觀特展之民眾進行網路問卷調查，目的是要了解博物館之外部整合行銷傳播效果對於購買意圖的影響性；另外．對館內參觀民眾之購買商品行為進行研究，以故宮舉行的「雍正──清世宗文物大展」作為研究範圍，針對257位已進入博物館參觀特展之消費者進行實體問卷調查，目的是要了解博物館之內部整合行銷傳播效果對於購買商品行為的影響性。研究結果發現博物館外部的整合行銷傳播效果越高，一般民眾對於特展資訊也了解較多，涉入程度也會越高，也因此較有意願去買票觀展。同時博物館內部整合行銷傳播效果越高，已參展消費者對於特展內容的涉入程度也會越高，也因此較想購買與博物館展覽有關之周邊商品。成功的ＩＭＣ對於博物館特展的購票意願及實質購買商品行為皆有正面影響，涉入程度扮演中介角色。

Museums are a part of culture exhibition facilities in Culture Creative Industry (CCI).Integrated Marketing Communication (IMC) is used to promote Museum's Special Exhibition since 1990’s. The research question is ‘Does IMC for museums impact consumers’purchase behaviors?”. The variable “involvement” is proposed as a mediator because the involvement means people’s information about museum special exhibition from IMC. Taipei Fine Arts Museum and National Palace Museum are chosen as examples in this study. Regarding marketing concept, there are internal marketing towarnd organizational employees and external marketing toward outside potential consumers. Along this concept, IMC usually overall communicate with outsiders and consumers inside museums. Therefore, we have investigated 330 people who have not been to the exhibition “PIXAR 20 Years of Animation” by Taipei Fine Arts Museum. Evaluate those people’s purchase intention of tickets and try to figure out the effect of IMC on purchase intention of buying ticket. Meanwhile, we collected 257 consumers who were already in the special exbition by National Palace Museum in order to understand their purchase behavior of merchandise. The results show that either internal or external IMC does have significantly positive impact on involvement and then influence people’s intention of buying tickets or purchase behaviors. Involvement plays a mediating role.