A Study on Museum’s Experience, Perceived Value, and Customer Satisfaction -The Case of National Museum of Taiwan History

• Main Authors: Chen Yi Yi, 陳依依
• Other Authors: Yi-fong Wang
• Format: Others
• Language: zh-TW
• Published: 102
• Online Access: http://ndltd.ncl.edu.tw/handle/q47265

碩士 === 南台科技大學 === 休閒事業管理系 === 101 === Museum is a place where visitors can know local specialties and explore the local culture. Therefore, the modern museum management should consider the needs of visitors, visitors’ interaction with museum facilities and visitors’ experience for strengthening visitors’ satisfaction and enhancing competitiveness and success of sustainable marketing of museum. In this study, the National Museum of Taiwan History was selected as study site to investigate the relationship of visitors’ experience, perceived value and overall satisfaction. A total of 393 valid questionnaires were obtained. SPSS software version 17.0 was utilized for the data analysis. The results showed: 1. Different socio-economic backgrounds and visiting characteristic of visitors showed significant difference in the experience, perceived value and overall satisfaction. 2. Visitors’ experience had a significant effect on the perceived value. 3.Visitors’ experience had a significant effect on the overall satisfaction. 4. Visitors’ perceived value had a significant effect on the overall satisfaction. 5. Perceived value played an intermediary role between experience and overall satisfaction.