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研究生:吳宗勳
論文名稱:博物館文物展示網站的服務品質:以國立故宮院為例
論文名稱(外文):Service quality of museum website displaying artifact: the case of National Palace Museum
指導教授:韓志翔韓志翔引用關係蔡瑞煌蔡瑞煌引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
畢業學年度:99
語文別:英文
論文頁數:38
中文關鍵詞:博物館網站文物展示服務品質
外文關鍵詞:museums websiteartifact displayservice quality
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隨著資訊及通訊(資通訊)技術的進步,越來越多的博物館服務提供者開始思考如何應用資通訊的技術。位於台灣的國立故宮博物院(故宮)也不例外,已經建置了自己的網站。對於一個博物館網站,可以並可能提供的功能是相當多。而故宮網站期望能提供的功能之一,即是展示文物。傳統的設計方式,網站通常被建置以圖文的方式來展示文物。在這份研究中,我們呈現了一個故宮提出的影音服務提案及原型,the iPalace Video Channel(the iPalace)。這個服務主要藉由影音來展示中華文物,並有著隱喻式設計介面。現在這個由資通技術訊所促成的博物館服務提案就開始被建置,而故宮的管理人員希望知道是否值得發展並建置這個新服務。除此之外,當決定正式佈署這個服務時,故宮的管理人員也希望從已建置的服務原型了解這個服務的優缺點。因此,這份研究特別針對用於展示文物的博物館網站設計了問卷來測量其服務品質、顧客滿意度和行為意向。我們並藉由網路上發放此問卷來調查實驗組(the iPalace)以及對照組(圖文式網站)的使用者。藉由分析問卷測量的結果,我們得到了四個重要的服務品質因素:功能性、內容及使用性、系統穩定性和介面呈現。除此之外,藉由T檢定來分析問卷的測量結果,觀察the iPalace及圖文式網站在這些服務品質因素上,所測到的服務品質、顧客滿意度和行為意向是否存在著統計上顯著的差異。而結果顯示,因為較佳的功能性及介面呈現服務品質,the iPalace的使用者有較高的滿意度,他們也較願意推薦並再次使用這個網站。然而the iPalace於系統穩定性服務品質上的表現較差,原因為較差的反應時間。
Following the advancement of information and communication technologies (ICT), more and more museum service providers begin to take the ICT applications into considerations. The National Palace Museum (the NPM) in Taiwan is no exception and has built its own website. For a museum website, there are many possible functions which can be provided. One of the NPM website’s desired functions is to display artifacts. With the traditional design, the website is built for displaying artifacts mainly through texts and pictures. In this study, we present the iPalace Video Channel (the iPalace), a new video-based service proposed by the NPM, that displays Chinese artifacts mainly via videos and has a metaphorical interface design. When a new ICT-enabling museum service proposal is initialized, the manager wonders whether it is worthwhile to develop and deploy the new service. And, as soon as we had decided to develop and deploy the service and have obtained a prototype system, the manager would further wants to know the advantages and disadvantages of the new service before full launching it. Thus, this study derives the instrument for measuring the service quality, customer satisfaction and behavioral intention regarding the museum website displaying artifacts. Through an online survey that applies the derived instrument to measure the iPalace and its text-based counterpart, we identify the following four important service quality factors: FULFILLMENT, CONTENT &; USABILITY, SYSTEM RELIABLITY and INTERFACE. From the t-test on the survey data, we also assess whether there are statistically differences on each service quality factor between the iPalace and its text-based counterpart. And the result shows that, owing to the better performance on the service quality factors of FULFILLMENT and INTERFACE, the iPalace users are more satisfied with the website than the text-based website users. And they are more willing to recommend and reuse the website than the text-based website users. However, the iPalace has a lower performance on the service quality factor of SYSTEM RELIABILITY due to the slower response time.
1. Introduction 1
2. Literature Review 3
2.1. Museum 3
2.2. Museum Website 4
2.3. Service Quality 5
2.4. Customer Satisfaction and Behavioral Intention 10
2.5. The iPalace Video Channel 12
3. Research Design 14
3.1. Research Framework 14
3.2. Measurement Development 15
3.3. Survey Administration 16
4. Data presentation and analysis 18
4.1. Exploratory factor analysis 18
4.2. Confirmatory factor analysis 20
4.3. Reliability and Validity 22
4.4. T-test 24
5. Conclusions 27
5.1 Contribution 27
5.2 Managerial Implications 27
5.3 Research Limitations and Future Research 28
Reference 29
Appendix 1: The groups arranged from the E-Commerce literatures 33
Appendix 2: The Reference of questionnaire items 34
Appendix 3: The first section of survey instrument for text-based version 36
Appendix 4: The first section of survey instrument for video-based version 37
Appendix 5: The second section of survey instrument 38
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