A study of elementary school students’ perception of the NSTM image

• Main Authors: Ying-Ju Chen, 陳盈如
• Other Authors: Hung-Hui Lu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/3buw36

碩士 === 國立中山大學 === 藝術管理研究所 === 95 === The National Science and Technology Museum (NSTM) is the largest science museum in southern Taiwan. Besides the main functions of research, collection, education and exhibition, it is crucial for the museum to find out its strengths and weakness through image analysis. Since the NSTM is also an educational organization, it is necessary to listen to its visitors in particular to students from local school. Getting a better understanding of the target audience will help the museum to promote a positive image and attract more attention from students. The purpose of the study was to investigate students’ perception of the NSTM image. Especially, the objectives of the study were described as follows: 1.To identify the dimensions of elementary school students’ perception of the NSTM image. 2.To explore factors that influence students’ perception of the NSTM image. 3.To help the NSTM to develop its own image. 4.To provide the NSTM with suggestions for future development to attract more students to be a frequent user. Related literature was reviewed to identify the various dimensions and components of students’ perception of the NSTM image for developing the survey instrument. The sample was selected from elementary school students in Kaohsiung Area. Totally, 390 questionnaries were distributed to fifth and sixth grades and 309 valid ones retured. The main findings of the study were: 1.The dimensions of students’ perception of the NSTM image included product, advertisement and facility, learning and layout, supporting services, and environment impression. 2.Distance between schools and the NSTM influenced students’ perception of the NSTM image. 3.Parents'' educational backgrounds affected students’ perception of the NSTM image. 4.Students do not have sufficient information about the activities and exhibition of the NSTM. Each museum has an image in visitors’ mind which influences the decision to visit or not. This study provided a piece of puzzle for the NSTM to better understand its visitors. It was expected the museum can develop a more appropriate learning and leisure environment for upper elementary school students.