| Summary: | 碩士 === 臺南藝術學院 === 博物館學研究所 === 93 === ABSTRACT
This paper presents the study of virtual museum visitors’ motivation and needs. A content analysis model was adopted in this research, and a questionnaire survey was used to collect the user intention.
The primary purpose of this study was to investigate the subscribers of TFAM eNews. Total 12,445 questionnaires were distributed in our research. Four statistical methods adopted to analyze our data were descriptive statistic, factor analysis, t-test and One-way ANOVA. The result showed what information the TFAM virtual visitors wish to obtain. Based on our survey, we were able to characterize Museum website users into four groups listed below:
1. The majority was female;
2. The main age groups were 20-29 and 30-39;
3. The largest group of users were college or
graduated students;
4. The visitors were usually alone and living in the
northern part of Taiwan.
The main reasons of their visits were education, personal interests, entertainment, and curiosity. And, the ten most important features these visitors consider were listed below:
1. Current exhibitions
2. Traffic information
3. What’s new
4. Location
5. Collection guide
6. Opening hours
7. Collection search service
8. Upcoming events, exhibitions, etc.
9. Full text search
10. Contact information
This study also shows the academic need is one of the most important considerations. Furthermore, our research also characterizes the demand aspects of virtual visitors into six factors including tour information, related human and academic resources, digital contents researches, online shopping, development of museum education, and related business services. All of these factors reflect the visitors’ information needs.
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