臺灣博碩士論文加值系統

本研究因有感於整個大環境的經濟思維已由賣方市場轉變為買方市場，也就是「消費者導向」時代的來臨，尤其管理學大師彼得．杜拉克（Peter F. Drucker）更提出認識消費者是最佳的行銷方式，因此本研究認為非營利事業也同樣要了解消費者，滿足他們的需求，建立良好的企業形象，以為組織籌措更多的社會資源和財源，因而產生研究動機。
生活水準的進步，愈來愈多的人重視休閒活動，更由於教育的普及，加速國人對於文化消費的提昇，譬如參觀博物館。博物館功能也隨著社會變遷而有所增加，賣店既是博物館的延伸，因此博物館賣店賣的不僅僅是產品而已，應該還融入了博物館對觀眾的關心、體貼、尊重、感覺、心情、體驗在其中。然而國內對於博物館賣店的觀眾研究相關文獻甚少，本研究選擇故宮賣店的觀眾進行滿意度調查，並探討其消費行為，以提供賣店經營管理的參考。
本研究採問卷調查法，以便利取樣方式搜集故宮賣店觀眾300份樣本數，以其中的295份有效問卷進行資料分析，問卷之測量問項均有極高的信度。研究結果顯示，1.觀眾對於故宮賣店的重視和期待超過惠顧後的滿意度，表示賣店尚無法達到觀眾的要求，仍有改進的空間。2.整體滿意度並不受人口統計變數的直接影響，也不會直接影響觀眾的消費行為。3.對賣店整體的重視度會影響觀眾「在參觀展覽前或後進入賣店」及「在賣店停留時間的長短」。4.性別、年齡及居住地影響觀眾消費的可能性及消費金額。5.職業及所得影響消費金額。6.在賣店停留的時間影響消費金額。7.已參觀展覽者其消費可能性較高。8.同行者不影響消費可能性。9.消費動機緣自休憩、購物、紀念的程度高於教育及展覽因素。
根據研究結果，本研究對研究對象提出以下建議：1.女性比男性較常從事文化消費活動，因此應加強男性目標市場，以提昇兩性在文化中一同成長。2.觀眾消費動機中教育性明顯不足，應加強賣店的教育功能。3.觀眾的建言以商品選擇性不足為最，應加強商品的多元化及創意性的產品，並且宣傳應與產品上市同步。4.提高觀眾的停留時間，將賣店的參觀規劃進行程當中。5.由於消費者之間具有異質性，依據不同屬性的群體設計出符合他們需求的商品或提供服務。
對於後續研究的建議；1.對觀眾進行深度訪談的動機研究。2.觀眾對情境因素的涉入程度。3.購買決策、博物館品牌忠誠度、顧客忠誠度與再購行為等研究。

In the light that our market economy, which is influenced by the interaction of various macro factors in the socio-economic environment, has shifted from one that was supplier-oriented into one that is buyer or consumer centered and that the late management guru Peter F. Drucker is remembered to have noted getting to know the customer well as the aim of marketing, the author is in the belief that the non-profit enterprise should better understand its consumers and more efficiently meet their needs as well, so that a healthy corporate image may be established and more resources may be raised towards the provision finer services or products. The present study is rooted in this awareness.
Following the rapid improvement of individual income levels and general living standards, more citizens have shown willingness to engage in leisure activities of all sorts, and as a result of the spread of popular education an increasing number of people in society are into various areas of cultural spending, with visiting museum exhibitions being one fine example. As a matter of fact, the museum in recent years has in this context of socio-economic changes been charged with many extra, sometimes non-traditional, responsibilities. To be sure, one of the attractions in the museum favored by visitors is the museum store. Considered by many as the extension of a museum, the store can by no means be defined as simply a store where museum goods are sold. It should be a place where the museum’s concern, consideration, respect, and sympathy for its audiences are delivered as well. Unfortunately, consumer studies in Taiwan’s museum setting have not been given proper attention, and related literature in consumer confidence and spending behavior has been scant. It is thus hoped that this consumer study as it relates to the National Palace Museum store will somewhat fill the void, and that the results will be of some referential value to those in charge of museum store operations.
When conducting this study a questionnaire was presented to 300 visitors to the store at the National Palace Museum, and, after a series of careful data analyses,295 of which were identified as reliable and valid returns. The results shows:(1)the level of pre-purchase expectation is somewhat greater than that of post-consumption satisfaction, meaning the store and its services/goods are far from meeting the requirements of the visitor, and room for further improvements does exist;(2)the population variant has no direct impact on the rate of overall satisfaction, which in turn will not exert any influence on consumer behavior;(3)the perception of the importance of the store on the part of the museum-goer does have some bearing on his or her decision to enter the store before or after visiting the exhibitions, and on the duration of his or her stay in the store;(4)whether a visitor to the museum will become a consumer in the store, as well as the amount of money he or she is willing to spent, hinge on the gender age, and area of residence of the visitor;(5)the consumer’s occupation and income do affect the amount of money he or she spends in the store;(6)the length of stay in the museum store, too, will affect the consumer’s expenditure;(7)those who enter the store after seeing the museum’s exhibitions are likely to become consumers;(8)consumers are not likely to be influenced by their companions when making purchasing decisions; and (9)consumers in the museum store do not make purchases for the sake of education or any of the exhibitions visited, but for purpose that is either recreational, procuremental, or memorial in nature.
With these results in mind, the author has the following suggestions to make:(1)women tend to be more interested in cultural spending, and men are therefore the primary target audience the museum store should work on, so as to minimize the differences;(2)considering the lack of strong motivation to purchase on the part of the audience, the museum store obviously need to strengthen its educational functions;(3)most of the suggestions brought up by those surveyed point to the lack of a wide selection of products, which may be remedied by goods that showcase diversity and creativity;(4)to make prospective customers stay longer in the store, a visit to the museum store may be integrated into existing tour arrangements; and(5)realizing that no two consumers are exactly identical, the museum store need to come up with products or services that cater to the requirements of groups of visitors of different attributes.
It appears that further studies in these areas are required:(1)motivation research that entails in-depth interviews with museum-goers,(2)situational factors and their impact on visitors to museums, and (3)purchasing decision-making, loyalty to museum products, customer loyalty, and repurchase behavior, as they relate to the operation of museum stores.

第一章 緒論 1
1.1研究背景 1
1.2研究動機 3
1.3研究問題 4
1.4研究對象 5
1.5研究流程 6
1.6名詞釋義 7
第二章 文獻探討 9
2.1博物館賣店 9
2.2消費行為理論 17
2.2.1消費者行為 17
2.2.2商店印象 28
2.2.3顧客滿意度 33
第三章 研究方法 38
3.1研究架構 38
3.2問卷設計 39
3.3抽樣調查 42
3.4資料分析 43
3.5信度分析 45
3.6研究限制 45
第四章 案例研究－國立故宮博物院賣店 46
4.1案例介紹 46
4.2實證分析 51
4.2.1基礎資料分析 51
4.2.2重視度及滿意度差異分析 68
4.2.3人口統計變數與滿意度之變異數分析 71
4.2.4商店印象與消費行為變異數分析 72
4.3研究發現與討論 73
第五章 結論與建議 81
5.1結論 81
5.2建議 83
5.3後續研究建議 87
參考文獻 89
一、中文資料 89
二、西文資料 92
附錄 93
附錄一 國立故宮博物院賣店之調查問卷 93
附錄二 國立故宮博物院賣店商品分類彙總表 97
附錄三 國立故宮博物院賣店觀眾建言彙整表 101

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