The Study of Flow Experience for Museum Exhibition：A Case Study of National Palace Museum

• Main Authors: RUAN, SIANG-CIH, 阮向慈
• Other Authors: CHIU, YUNG TEEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/bv4bcr

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 107 === The study based on the flow theory, including three visiting flow stages on antecedents, experience and effects, and used structural equation modeling to aims to investigate how experiential marketing and flow experience affect a visitor interacts in the world of a museum exhibition in National Palace Museum. The results indicate that the experiential marketing cause positive effects to the flow of antecedents. And support the visiting three flow experience model from visitors in museum exhibitions. However, the research results showed two hypothesis does not hold, include experiential marketing on flow experience of experience and effects. The results of this study can serve as a useful reference for Curators to develop marketing strategies as well as their Curating work.