基于观众体验和观众感知的科技馆观众满意度影响因素研究——以中国科学技术馆为例

Research on the Influencing Factors of Audience Satisfaction in Science and Technology Museums Based on Audience Experience and Audience Perception ——Take the China Science and Technology Museum as an example

摘要:

传统满意度研究，通常将观众的参观体验和参观感知，分别归纳为一个变量进行分析。但不同的观众体验和观众感知实际上对观众满意度的影响存在差异。本研究将观众体验细化为展品体验、场馆环境体验、员工服务体验、设施设备体验，将观众感知细化为门票价格感知、观众参与感知、科普效果感知，结合观众期望，观众满意和观众忠诚十个维度，构建了科技馆观众满意度模型，并基于在中国科技馆收集到的931份有效调研问卷数据验证了该模型。结果表明，观众参与感知对观众满意的影响程度大；在观众感知中，观众参与感知和科普效果感知相比门票价格感知更为重要；在观众体验中，观众的展品与设施设备的体验是最关键的要素，且观众的展品体验直接影响观众满意度。基于以上，提出提升科技馆观众满意度建议，为改善科技馆服务提供参考。

Abstract:

In traditional satisfaction studies, audience visit experience and visit perception, are usually separately grouped into one variable for analysis. However, different visitor experiences and visitor perceptions actually have different effects on visitor satisfaction. In this study, the audience experience is refined into exhibit experience, venue environment experience, staff service experience, facility and equipment experience, and the audience perception is refined into ticket price perception, audience participation perception, science popularization affect perception, combined with ten dimensions of audience expectation, audience satisfaction and audience loyalty, to construct a science and technology museum audience satisfaction model, and based on the data of 931 valid research questionnaires collected in China Science and Technology Museum to verify the model was validated based on 931 valid research questionnaires collected at the China Science and Technology Museum. The results show that audience participation perception has a great influence on audience satisfaction; in audience perception, audience participation perception and science affect perception are more important than ticket price perception; in audience experience, audience experience of exhibits and facilities is the most critical element, and audience experience of exhibits directly affects audience satisfaction. Based on the above, suggestions are made to improve the audience satisfaction of science and technology museums to provide references for improving the services of science and technology museums.