展覽總結式量表之建構 - 政大學術集成

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(1)立. 政治大. ‧ 國. 學 ‧. Developing an Exhibition Summative Evaluation. n. al. y er. io. sit. Nat. Measurement. Ch. engchi. 102. i n U. 12. v.

(2) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(3) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Eva. Elvis. meeting. positive words for five minutes.

(4) Lauterborn 4C. 治政大SEMs Strategic Experiential Modules, 立. Schmitt. sit. y. construct validity analysis. n. al. er. io. analysis. Devellis. Nat. purification. ‧. ‧ 國. 學. 475. Ch. engchi. i n U. v. 490 item reliability.

(5) Abstract. In Taiwan, Curatorial companies hold more and more art exhibitions every year. Owing to the lack of human and financial resources, exhibition evaluation hasn’t developed maturely enough. However, exhibition is one of the ways of presenting art and evaluation would help curatorial team know how audiences evaluate the exhibition, what the exhibition’s effects are, and what the company’s brand image is in the market. Nowadays, curatorial companies use the number of visitors and. 治政大 Nevertheless, the evaluation questionnaires as the way of exhibition evaluation. 立 ‧ 國. 學. evaluation questionnaires cannot assess the whole parts of exhibition’s effects and ignore the assessment of what the audiences experience in the exhibition. Therefore,. ‧. this study uses Lauterborn’s 4C elements and Schmitt’s strategic experiential modules. sit. y. Nat. to develop the scale that combines audience’s cognition and experience in the. n. al. er. io. exhibition. As for cases, the study uses Joan Miro Exhibition Women, Birds, Stars,. i n U. v. held by Mediashpere and Museum of broken relationship, held by Kuang Hong Arts.. Ch. engchi. And follow Devellis’s scale development steps, including item purification, construct validity analysis and reliability analysis to construct summative exhibition scale. Finally, the scale develops five parts, including consumer needs and wants, cost, communication, sense and community and action and the related nine layers and sub-layers.. Keywords: Art Exhibition, Exhibition Evaluation, Summative Evaluation, Curatorial companies.

(6) …………………………… …… …………………………………… ……. …………………………………… …… ……………………… ……. 立. ……… ……. 政治大. ……… ……. ‧ 國. 學. ……………………… ……. ‧. ………………………………… … ……. n. al. er. io. sit. y. Nat. ……………………………… ……… …. Ch. iv ……………………………… ………. n U i e n g c h…………………… ……… ……………………… ………. …………………………… …… …………………………………… …… ………………….…….

(7) …………………………………………………………… … ………………………………… … ………………………………………………… ……………………………………… ………………………………………. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(8) 2011. 3.51%. 12.15%. 16.09%. 立. 學. 1967. 2004. n. er. io. sit. y. Nat. al. Front-end Evaluation Summative Evaluation. Ch. engchi. i n U. v. Formative Evaluation Screven, 1990. 2011. !. ‧. ‧ 國. 2012. 政治大. 1!.

(9) Screven, 1990. 2011. 政治大. 立. ‧ 國. 學 ‧. Alternative Space. n. er. io. sit. y. Nat. al. Ch. 2005. !. engchi. i n U. Jin &Weber 2013. 2!. v.

(10) 2004 227. 學 4C. sit. n. al. er. io. !. Schmitt 1999. y. Nat. Lauterborn 1990. ‧. ‧ 國. 立. 政治大. Ch. engchi. 3!. i n U. v.

(11) Lauterborn 4C. Schmitt 1999. 立. 政治大. 1-1. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 1-1 !. 1990. 4!. i n U. v.

(12) Lauterborn. 1990. 4C. Schmitt. 立. 1999. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 2011. Ch. engchi. i n U. v. Kitty. 2011. 2013. 2013 14 !. 7. 3 5!. 7. 3.

(13) 2. 24. 12. 2013. 2013. Dean 1996. 1911. Burcaw. 政治大 Dean 1996. y. sit. n. er. io. al. 1996. Ch. engchi. 2006. 6!. i n U. v. 16. Burcaw !. 2004. ‧. Nat David Dean. 2000. 學. 2005. 2013. ‧ 國. 立. Karp. 50%. 2000. 2008.

(14) Karp 1911. 立. 政治大. ‧ 國. 學 ‧. 2005 29. n. er. io. sit. y. Nat. al. 2006. Ch. engchi. i n U. v. Dean, 1996. 2004. curator 2009. !. 7!.

(15) 2009. 政治大. Travelling Exhibition. 立. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. 1914. !. Ch. engchi. 8!. i n U. v. 2009.

(16) Dean, 1996. 2006. Dean 1996. 2006. Lauterborn 1990. 立. 政治 Schmitt 大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 2004. !. 1999. 9!. i n U. v. 4C.

(17) David Dean 1996. 2006. 2004. 政治大. 學. 1995. 2002. 1997. n. al. er. io. sit. y. Nat. Dickman. ‧. ‧ 國. 立. Ch. i n U. e n g cNowacki hi. v. 2005. Surroundings of the attraction Literature and souvenirs selling area. 1997. Lauterborn !. 1990 10!. 4C.

(18) 4C. Consumer needs and wants Cost. Convenience. Communication. Consumer needs and wants. Cost. value Convenience. 政治大 Communication. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. Dickman, 1995. i n U. 2002 4C. 4C. !. 11!. v.

(19) 立. 政治大. io. er. Strategic Experiential Modules, SEMs. aStrategic vSEMs i l C Experiential Modules, n U h e n gThink Feel Act chi. n Sense 2-1. !. sit. y. 1999. ‧. ‧ 國. 學. Nat. Schmitt. 12!. Relate.

(20) !. !. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi U. 2-1 ! !. 13!. v i n.

(21) 4C 4C. Lauterborn. 4C outside-in. 4C. Consumer needs and wants. Cost 1990. Convenience 2001. 立. Communication. 政治大 Consumer needs and wants. ‧. ‧ 國. 學 y. sit. io. n. al. er. Nat. !. Cost. Ch. engchi. Convenience. !. !. 14!. i n U. v. value. Lauterborn,.

(22) Communication. 4C. Consumer needs and wants. 學. ‧ 國. 立. 政治大. Consumer needs and wants. ‧ sit. n. al. Stewart 1984. Ch. engchi. er. io 2008. y. Nat. 1.. i n U. v. Dean 1996 222 2006 2011:97 Serjeant. !. 15!. 1985.

(23) Loomis 1987. 2004. 2004. 立. Loomis. 1987. sit. io. n. al. Ch. 2004 228. engchi. 1987. 2004. 16!. er. Evaluation: New Tool for Management. !. Museum Visitor. y. Nat. 2001. ‧. ‧ 國. 學. 1. 政治大. i n U. v. Loomis.

(24) Museum of New Zealand Te Paga Tongarewa, 2001. Museum Galleries Scotland, 2005. Randi Korn & Associates. Nowacki. 2005. 2009. 2008. In-depth Interview. SERVQUAL Loomis 1987. 政治大. Nowacki 2005. ‧. 2.. y. sit 1.. Ch. er. al. i n U. e n g c h i 2.. 1. 2.. 2. 2004 228. !. Loomis. 2-1. n. 1.. io. 1987. 2005. 2-1. Nat. Loomis. Nowacki. 學. ‧ 國. 立. 17!. v. 1987.

(25) 2004. 2012 2012.06.30. 政治大 Niemi & Bartels. 1985. sit. y. al. er. 2-2. n. 1985. Hill. ‧. io. Bartels. 1985 2-2. Nat. Niemi &. 學. ‧ 國. 立. Ch. e n g c h1.i. i n U. v. 2.. Hill 1985. 3. 2010 British Museum 2010. !. 18!.

(26) 2010 British Museum 2010 2010. British Museum 2010. 2-3. 2-3. 2010. 立. 2.. 學 ‧ sit. y. Nat. 2004 168. io. 2006. Ch. engchi U. 2004. !. v ni. Dean. n. al. 19!. er. 2.. 2010. ‧ 國. British Museum. 1. 治政大. 1996. 160.

(27) Dean 1996. 2006 2011. 立. 2004. 政治大. ‧. ‧ 國. 學. 1. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 1. 2.. 2. John, 2001 Museum Galleries Scotland, 2005 Yvonne, 2007 !. 20!. 2009.

(28) John 2001. Museum Galleries Scotland 2005. Yvonne 2007. 2009. 2-4. 2-4. John. 2001. Museum Galleries. 2007. 學. Yvonne. 立. 2005. ‧. ‧ 國. Scotland. 政治大. 2009. n. al. er. io. sit. y. Nat. 3. Ch. engchi. i n U. v. !. Yvoone, 2007 Randi Korn & Associates, 2010 Zaichkowsky 1994 Involvement Inventory, PII. ——. —— 2-5 !. !. Personal. 21!.

(29) 2-5. Yvonne. 1.. 2007 Zaichkowsky 1994. __ __ __ __ __ __ __ 2.. __ __ __ __ __ __ __. 立. ‧ 國. 學. 3.. 政治大. Dean 1996. 2006. ‧ er. io. sit. y. Nat. a l 2007 v i n Ch engchi U. n. McDonald. 2004. !. 22!. 2004.

(30) Museum Galleries Scotland, 2005. 2008. 2010. 2010 Department of Museums Malaysia, 2010 British Museum, 2010. 立. 1. 政治大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. visual impact. visual weight. Ch. engchi. Dean, 1996. i n U. v. 2006. 2 Mitchell. 1993. 2009 !. 23!.

(31) 3 1.6. Dean, 1996 2006. 4 2004. Dean, 1996. 2006. y. sit. n. al. er. io. 2006. Ch. v. Dean, 1996. engchi. 6 Nowacki 2005. !. 24. ‧. Nat. 5. 60~90. 學. ‧ 國. 立. 政治大. 24!. i n U. 36.

(32) 7 Suggested approach Unstructured approach. Directed approach. Suggested approach. Unstructured approach Directed approach. 2006. 立. ‧. n. al. er. io. sit. y. Nat. 8. Dean,. 學. ‧ 國. 1996. 政治大. Dean, 1996. Ch. engchi. i n U. v. 2006. 9 300 lux. !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 1!. !. footcandle—FC. 1 25!. 10. 1. 1FC=10!lux. !.

(33) Dean,!1996 2006. !. 10. Dean, 1996. 2006. 政治大. 立. ‧. ‧ 國. 學. 11. n. er. io. sit. y. Nat. al. Dean, 1996. Ch. e2006 ngchi. i n U. 12. Dean, 1996. 2006 !. ! !. 26!. v.

(34) John, 2001. Museum Galleries Scotland, 2005. Museums Malaysia, 2010. 2009. British Museum, 2010. Department of. 2010. 2010 Randi Korn & Associates, 2010. 政治大 2010. 2010. 2-6. n. al. er. io. sit. y. Nat Museum Galleries Scotland. 2009. 1.. 2005. Ch. e n g c1.h i 2.. 1.. 3.. 2.. 4.. 3.. 5. 6.. !. Department of Museums. ‧. Malaysia. 2010. 2005. 學. 2009. ‧ 國. 立Museum Galleries Scotland. 4.. 7.. 5.. 8.. 6.. 9.. 7.. 10.. 27!. i n U. v. 2-6.

(35) 2010. 1.. 11.. 2.. 12.. 1. 2010. 2. 3. 4.. Department of. 1.. Museums Malaysia 2. 2010. 立. Evaluating a museum as a tourist product using the SERVQUAL. Literature and souvenirs selling area. n. al. er. io. sit. y. Nat. method. 2002. ‧. Nowacki 2005. 1995. 學. Dickman. ‧ 國. 4.. 政治大. !. Ch. engchi. 28!. i n U. v.

(36) 1 4C Cost. Consumer needs and wants. 2010 Museum Galleries Scotland 2005. 立. ‧ 國. 學 ‧. 2-7. y. sit. n. al. er. 2.. io. 2004. 1.. 2. !. 2004. 2-7. Nat. Grewal et al.. 政治大Grewal et al.. Ch. engchi. i n U. v. !. 1.. !. 29!.

(37) 3. !. 1.. 4. 立. 政治大. al. n. P. Kotler. sit. io Cost. !. er. Nat. Cost. y. ‧. ‧ 國. 學. 1.. Ch. engchi. i n U. v. 2005. 2005 Dickman 1995. !. 2002. 30!.

(38) 2010. 1.. 立. 2.. ‧. ‧ 國. 學. 3.. 政治大. sit. y. Nat. Convenience. io. n. al. er. Convenience. Ch. engchi U. 2004 v i n. Jin & Weber 2011. 2009. 2012. !. 31!.

(39) 1. Dalvi & Martin, 1976 Museum Galleries Scotland, 2005 2010. 2009. y. sit er. al. Ch. engchi. 2. Dadgostar & Isotalo, 1992 Woodside & Lysonski 1989. 1.. !. ‧. 2.. n. 3.. 1.. io. 2.. 2-8. Nat. 2009. 學. 1.. ‧ 國. 立. 2-8 政治大. 32!. i n U. v.

(40) Communication. ! !. 1. Dickman 1995. 2002. 政治大. 立. Dickman 1995. Museum. Department of Museums 2012. io. sit. y. 2010 2-9. n. al. er. Nat. 2010. John 2001. 2002. ‧. of New Zealand Te Paga Tongarewa 2001 Malaysia. 學. ‧ 國. 2002. Dickman,1995. 2-9. Ch. engchi. i n U. v. ! Dickman,. ! !. 1995 !. 2002. ?! !. 1.! !. ! ! !. __________________________! !. !. !. !. !. !. 2.! ! 33!. !.

(41) ! ______________!. !!. !. !. !!. !. !. __________________! ! ! !. !. Zealand Te Paga Tongarewa. 3.! ! !. !. Museum of New. Google,Yahoo!. !. 2001. !. !. Facebook,!Twitter. !. !. !. ! ! !. ! 4.! ! ! ! ! DM! ! ! !. !. y. sit. io. !!!!!. n. !. !. !. !. er. Nat. !!!!!!!!. al. !. ‧. 2001. !. 學. John. 政治大. ‧ 國. 立! ! ! !. !. !. ! !!!. !. Ch. engchi U. v ni. ! ________!. ! !. ! ?!. !!!. 2008. !. ! 1.! !. !!!. ! !. ! !!!!!!!! !. ! !. Department of. !. 34!. !.

(42) !. Museums Malaysia. 2.! !. !. !!. 2010. ! !. !. !. 3.! ! !. !!. !. !. !!. !. !. !. ___________!. ! Google,Yahoo!. :! (. 2010. !. )! !. Facebook,!Twitter. !!. 治政大 !!. !! !. 立. !!!!!. ! 4.! ! !. ‧. ‧ 國. !. 學. !!. !. Nat. ! DM! ! ! !. sit. y. !!. er. io. n. !!. Ch. _______!. 2012. engchi U !. ! Facebook. !. !. ! !!!. !. ! !. !!. al. !. !. !!. ! !. !. 35!. v ni. !. ! ! ________!.

(43) ! !! !. 2. Dickman 1995. 2002. Zaichkowsky. 1994. 政治大. Involvement Inventory, PII. 立. ——. Personal —— 2-10. ‧. ‧ 國. 學. 2-10. y. !. 1.. ! __!__!__!__!__!__!__!. !. n. al. Ch. sit. io. 1994. !. ! __!__!__!__!__!__!__!. engchi. er. Zaichkowsky. !. Nat. !. i ! n U. v. !. 2.. !. !. 36!.

(44) Schmitt. 1999. Strategic Experiential Modules, SEMs. Experience Providers, ExPros. Schmitt, 1999 2004. 2010. 立. 政治大. ‧ 國. 學. Sense. Process. Consequences. ‧. Stimuli. n. er. io. sit. y. Nat. al. Ch. engchi. Feel. !. 37!. i n U. v.

(45) Think. convergent. divergent. Act. 立. 政治大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. Relate. Schmitt. Ch. engchi. communication. verbal and verbal ideneity. !. v. 1999 Experience Providers, ExPros. co-branding. i n U. product presence. spatial environment 38!. web sites and electronic.

(46) media. people. Schmitt, 1999. 2005. communication. visual and verbal identity. 政治大. 學. ‧ 國. 立 product presence. ‧ sit. y. Nat. io. n. al. er. co-branding. Ch. engchi. i n U. spatial environment. web sites and electronic media. !. 39!. v.

(47) people :. Schmitt 1999 2-11. 政 2004治大 2-11. !. !. !. !. !. !. !. !. !. !. !. !. !. !. ! Schmitt. al. n. !. io. ! ! !. 1999. C! h !. e n g c! h i U !. 2004. 2005. !. !. 40!. ! !. !. !. !. y. !. !. !. !. !. sit. !. ! !. !. !. !. !. !. !. !. !. !. !. !. er. !. Nat. !. !. ‧. !. !. 學. ‧ 國. 立. v ni.

(48) 2010. 2010. 2004. 立. 2003. 政治大. ‧ 國. 學 ‧. n. al. er. io. sit. y. Nat. !. product presence. Schmitt. Ch. engchi. i n U. v. 1999 2-12 !. !. 41!.

(49) 2-12 Schmitt (1999) 1.. 1.. 2.. 2.. 3.. 3.. 1.. 1.. 2.. 立. 3.. 3.. al. n. 1.. Ch. e n g1.c h i. 2.. 2.. 3.. 3. 4.. !. !. y. 2.. 42!. sit. io. 3.. 1.. er. 2.. 3.. Nat. 1.. 2.. ‧. 3.. 1.. ‧ 國. 2.. 3.. 學. 1.. 政 2.治大. i n U. v. !.

(50) 政治大. 立. ‧ 國. 學. 2012. ‧. n. al. er. io. sit. y. Nat. 2012. Ch. engchi. i n U. v. 3-1. Joan Miró Pierre-Auguste Renoir. !. 43!.

(51) 3-1. !. 8. !. !. !. 治政 2013/06/08~2013/09/25 大. 1914. 2013/07/20~2013/09/01. 8. 1. 2013. 31. Nat. sit. y. 8. ‧. 2013. 2013/05/25~2013/09/08. 學. ‧ 國. 立. n. al. Wimmer & Domincik. er. io. composite weeksampling. Ch. engchi. i n U. 3-2. !. 44!. v. 1997. 8.

(52) 3-2. !. !. !. !. !. 2013/08/26. !. !. 35. !. 2013/08/13. !. !. 35. !. 2013/08/28. !. !. 35. !. 2013/08/15. !. !. 35. !. 2013/08/23. !. !. 35. !. 2013/08/24. !. !. 35. !. 2013/08/25. !. !. 35. !. 2013/08/26. !. !. 35. !. 2013/08/13. !. !. 35. !. 2013/08/14. !. 35. !. 35. 政治! 大 2013/08/29 ! 立. !. !. !. 35. !. 2013/08/24. !. !. 35. !. 2013/08/25. !. !. 35. ‧. ‧ 國. 2013/08/23. 學. !. convenience sample. n. al. er. io. sit. y. Nat. !. !. Ch. engchi. 45!. i n U. v.

(53) 10 立. 23. ‧. 4. sit. y. 3. n. al. er. io 2013. 28. 學. 3. Nat. 29. 7. ‧ 國. 2013. 政治大. 7. Ch. engchi. 31. i n U. v. 24. 29 3. 3. !. 3. 3. 46!. 4.

(54) 30 3. 3 3. 4. 3. 3. 5. 立. 3. 4. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. engchi. 47!. i n U. v.

(55) !. !. ! 490. 475!. 97%. ! !. !. !. 政治大 74%. 16~25. ‧. 67.6%. Nat. sit. y. 83.4% 65.9%. n. al. er. io. 60.2%. 學. 321. ‧ 國. 立. 4-1. Ch. engchi. i n U. v. 4-1 %. !. 124. 26%. 345. 74%. 15. 23. 4.8. 16~25. 321. 67.6. 26~35. 98. 20.6. 36~45. 23. 4.8. 48!.

(56) 46~55. 9. 1.9. 56~66. 1. 0.2%. 立. 政治大. 83.4. 47. 9.9. 20. 4.2. 4. 0.8. 8. 1.7%. 18. 3.8. 110. 23.2. 286. 60.2. 61. 12.8%. 313. 65.9%. 15. 3.2%. 16. 3.4%. 19. y. 4.0%. 31. 6.5%. 27. 5.7%. 5. 1.1%. 14. 2.9%. 9. 1.9%. 6. 1.3%. 19. 4.0%. n. er. 0.2%. sit. ‧ 國 io. al. 1. ‧. 學. Nat. !. 396. Ch. engchi U. 49!. v ni.

(57) !. 政治大. 21.3% 20.4%. 7.9%. y. 10%. sit. n. al. 14.7%. Ch. 20.7%. engchi U. er. io. 4-2-1. 14.7%. ‧. 14.3%. Nat. DM. 學. ‧ 國. 立. v ni. 25.1%. ! 4-2-1. !. 121 (17.9%). 113 (9.6%). 138 (20.4%). 173 (14.7%). 62 (9.2%). 118 (10.0%). 18 (2.7%). 46 (3.9%). 12(1.8%). 53 (4.5%). 50!. 26.9%.

(58) 7 (1.0%). 27 (2.3%). 33 (4.9%). 83 (7.1%). 144 (21.3%). 166 (14.1%). 45 (6.7%). 60 (5.1%). 30 (4.4%). 51 (4.3%). 2 (0.3%). 11 (0.9%). 17 (2.5%). 59 (5.0%). 18 (2.7%). 73 (6.2%). (2.5%) 政 17 治 8 (1.2%) 大. 98 (8.3%). 4 (0%). 0 (0%). google, yahoo Facebook, Twiiter, Plurk. DM. 立. io. 11.5%. 11.4%. n. al. sit. y. Nat. 17.0%. er. !. ‧. ‧ 國. 學. !. 44 (3.7%). Ch. i n U. v. 11.5%. engchi. 11.2%. 10.0%. DM 23.9%. 20.8% 27.1%. 28.1%. 4-2-2 !. !. 51!. 25.1%. 26.9%.

(59) 4-2-2. 108 (17.0%). 127 (11.2%). 69 (10.9%). 114 (10.0%). 73 (11.5%). 131 (11.5%). 34 (5.4%). 65 (5.7%). 18 (2.8%). 54 (4.7%). 7 (1.1%). 23 (2.0%). 35 (5.5%). 107 (9.4%). 治政 72 (11.4%) 大. 120 (10.6%). 51 (8.0%). 50 (4.4%). google, yahoo Facebook, Twiiter, Plurk. ‧ 國. 10 (1.6%). 11 (1.0%). n. Ch. 33 (5.2%). e n14g(2.2%) chi U. ! !. 52!. sit. io. al. 78 (6.9%). 102 (9.0%). er. Nat. 32 (5.0%). 62 (5.5%). y. 27 (4.3%) 47 (7.4%). 31 (2.7%). ‧. 4 (0.6%). !. !. 學. DM. 立. v ni. 60 (5.3%) 2 (0.2%).

(60) Devellis. 1991. item purification item-scale correlation Devellis. 1991. 政治大. 立. Parasuraman A., Zeithaml V. A. & Berry L. L., 1988. ‧ 國. 學. item-scale correlation. ‧ er. io. sit. y. Nat. Corcoran & Fish 1987 .30. n. a l construct validity analysis i v n Ch U h i EFA ExplatoryeFactor n g cAnalysis,. Principle Component. Varimax factor loading. al., 1988. factor loading. !. 1991. item variances. item means. Churchill G. A., 1979. Devellis. .5. .5. 53!. .5. Hair et.

(61) (reliability analysis) Bryman & Cramer, 1997 .70. Cortina. 1993. Cronbach's. item purification 33 corrected item-scale correlation. 政治大. 4-2-3. 立. !. !. Item!19!. .497!. Item!20!. .450!. .503!. Item!21! Item!22!. Item!6!. .473!. Item!7!. .484!. Item!8!. Ch. e n gItem!23! chi U. er. al. .514!. sit. .519!. y. ! .500!. n. Item!5!. !. Item!18!. io. Item!4!. !!. .480!. Nat. Item!3!. ‧ 國. Item!2!. !. !. ‧. Item!1!. 4-2-3. 學. !. .30. v ni. .473! .342! .480! .469!. Item!24!. .433!. .435!. Item!25!. .413!. Item!9!. .489!. Item!26!. .489!. Item!10!. .500!. Item!27!. .468!. Item!11!. .524!. Item!28!. .493!. Item!12!. .463!. Item!29!. .640!. Item!13!. .527!. Item!30!. .647!. Item!14!. .463!. Item!31!. .680!. Item!15!. .480!. Item!32!. .394!. Item!16!. .422!. Item!33!. .252!. Item!17!. .488!. Item!34!. .554!. 54!.

(62) Item!35!. .617!. Item!44!. .571!. Item!36!. .622!. Item!45!. .425!. Item!37!. .599!. Item!46!. .461!. Item!38!. .582!. Item!47!. .557!. Item!39!. .565!. Item!48!. .680!. Item!40!. .563!. Item!49. .394!. Item!41!. .518!. Item!50. .398!. Item!42!. .503!. Item!51. .701!. Item!43!. .590!. Item!52. .704!. !. 政治大. construct!validity!analysis. 12. .919. 學. 66.495%. ‧. 3. y. 17 24. sit. Nat. 22. 52. io. .5. n. al. er. KMO. ‧ 國. 立. !. 11. 67.263%. Ch. KMO. e n g c46h i. i n U. v. .909. .5 11. KMO. .908. 67.614%. 16. 10. KMO. 65.967%. !. .908 21. 55!.

(63) 10. KMO. 66.812%. .908 33. .5 10. KMO. .906. 67.355%. 32. 10. 立. 47. .5. ‧. .906. y. KMO. io. n. al. er. 4. 8. Ch. eKMO ngchi cross loading. !. sit. Nat. 10. 66.018% .5. .906. 學. ‧ 國. 68.230%. 政KMO治大. 56!. i n U. v. .15. .904. 64.187%.

(64) 4-1. !. reliability analysis Cronbach’s. .904. Cronbach’s. 立. .840. ‧ 國. io. sit. .925. n. al. Cronbach’s .764~.925. Ch. er. Cronbach’s. v ni. .884. e n g c h i U.861. Cronbach’s. 4-2-4. !. Cronbach’s. y. .793. Nat. Cronbach’s. Cronbach’s. ‧. .801. Cronbach’s. 學. .764. 政治大. .845. 57!. Cronbach’s.

(65) 4-2-4 Cronbach’s α 1.. .791. 2.. ! .766. 3.. ! .747. 4.. 立. 5.. ‧ 國. ! .664 ! .659. 學. 6. 7.. ‧. 8.. 1.. n. al. er. io. sit. y. Nat. 9.. 2.. C3. h 4.. !. 政治大. n engchi U. iv. ! .631 ! .621 ! .597 ! .569 .736 ! .691 ! .645 ! .637. 5.. ! .617. 6.. ! .604. 7.. ! .574. 8.. ! .541 58!. .904. .845.

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(69) !. ! !. !. !. !. Lauterborn. 1990. 4C. Dickman 1995 Dean 1996 2004. 治政 2005 大. Nowacki. Nowacki. 1997. y. 2005 2005. al. n. !. 1996. Ch. 2004. Nowacki. 2005. v 2011 i n. Jin & Weber. e nDickman 1995 gchi U. 1999. Dickman Nowacki. Dean. sit. io. Schmitt. 1995. ‧. 2004. Dickman. Nat. 2004. 學. ‧ 國. 立. er. 2004. 1997. 1995. 2005. Dean. 1996. 1997. 2005 62!. 2004. 2004.

(70) 2004. 立. 政治大. ‧. ‧ 國. 學. n. Ch. v. Woodside & Lysonski, 1989. engchi. 63!. er. io. sit. y. Nat. al. Dadgostar & Isotalo, 1992. !. Jin & Weber 2011. i n U.

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(75) 2012. 102. 2005. 2013. 2013. 11. 30. https://www.facebook.com/udngroup. 政治大. 2002. 立. . The Marketing Mix: Promoting museums, galleries & exhibition. sit. n. 2012. al. er. io 2012.06.30. y. Nat. 2009. 19(1). ‧. 29-37. 學. 2005. ‧ 國. 1995. Dickman, S.. 6. 8. Ch. i n U. v. e nhttp://www.ct.org.tw/news/detail/2012-01994 gchi. 2013. 2013. 11. 30. http://www.mediasphere.com.tw/review 1991 2004. 19(1). 7-28 2011 8(3) !. 367-384 68!.

(76) 2005. 2001. 2009. 55. 43-63 2001. 15(3). 政治大. 2009. 2009. 13(2). 98. 7. 9. y. sit. n. er. io. al. Ch. engchi. 1997 2010 2004 8(2). 47-66. 2010 33. —. 93-95 2007. !. ‧. 101. Nat. 2010. 2011. 45-64. 學. ‧ 國. 立. 69!. i n U. v. 26-38.

(77) 2004. 2010. —. 2013. 2013. 11. 30. http://www.kham.com.tw/exhibition.asp 2010. 立. 學. 2012. 2012— 5. 28. sit. y. Nat. 2013. —. ‧. ‧ 國. 2010. 政治大. io. al. n. 2008. 1983-2007. Ch. —. engchi. 2003. er. http://www.mocataipei.org.tw/blog/archives/201302. i n U. v. — 7(3). 31-51. 2006 Dean, D. British Museum (2010).. 1996. . Museum exhibition theory and practice. An evaluation of Fra Angelico to Leonardo: Italian. Reanissance Drawings at the British Museum. !. 70!. . Unpublished raw data..

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