以整合型科技接受模式探討觀眾使用博物館行動導覽系統之行為意圖

Abstract

新科技的發展擴展博物館展演方式，尤其在藝術領域上的應用備受關注。博物館導覽型態面臨轉型，從空間主體性到注重個人經驗。表示觀眾不再是被動式接收展覽資訊，而是透過可攜式的行動載具增加感官經驗。本研究以Venkatesh等人（2003）之整合型科技接受理論模型（UTAUT）為研究基礎，抽取績效期望及努力預期，再加入知覺有趣性共三個構面，來分析觀眾使用行動導覽系統之行為意圖。並以性別、年齡、參觀經驗作為調節變項。本研究總計回收315份有效問卷，分析方法為：信度分析、描述性統計、皮爾森相關分析、獨立樣本t檢定、多元迴歸。研究結果顯示，觀眾對使用博物館行動導覽系統之績效期望、努力預期、知覺有趣性上有效提升行為意圖。在調節變項中，性別在績效期望與努力預期具調節作用，且男女有顯著差異性，加以驗證參觀博物館以女性觀眾最為普遍；則參觀經驗在績效期望具調節作用，隨著參觀經驗增加，可提升觀眾之參觀效率。未來研究方向可朝博物館如何面臨分眾化受眾，在行動導覽系統上提供更多元的應用服務，以及其他外在因素是否影響觀眾之行為意圖，作為後續行動導覽系統發展及如何應對展演模式的轉變。The development of new technology extends the exhibition mode of museums, especially in the field of art. The museum's guided tour pattern faces transformation, from spatial subjectivity to personal experience. This means that the audience no longer receives exhibition information passively, but rather increases sensory experience through portable devices. Based on Venkatesh et al. (2003) integrated unified theory of acceptance and use of technology model (UTAUT), the factors performance expectancy and effort expectancy were extracted and perceived playfulness was added in order to analyze audience’s intention when interacting with the portable device. Moreover, the adjustment variables were gender, age and visiting experience.A total of 315 valid questionnaires were collected. The methods were: reliability analysis, descriptive analysis, pearson correlation coefficient, independent sample t-test and multiple regression. The results show that the audience's performance expectancy, effort expectancy and perceived playfulness in using the museum's mobile guiding system can effectively enhance behavioral intentions. In the adjustment variable, gender can adjust performance expectancy and effort expectancy, and there'sa clear difference between men and women, which indicates that female visitors are the most common visitors to museums. The visiting experience can adjust performance expectancy, and as the experience increases, the efficiency of the audience can be improved.In the future direction of research can be directed towards how museums face a diverse audience, how to provide more application services in the action guide system, and whether other external factors affect the audience's behavior intention. These will serve as a future development and response to the change of exhibition mode.