| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 98 === With the dramatic improvement of IT and Science, the service encounter styles do not just focus on human service encounter nowadays. Visitors don’t just browse the guide to exhibitions in a museum, but use the new IT such as e-books, interactive devices, infrared devices and scenario simulation to experience and evaluate a novel service-encounter style. Although public and private museums are short of budget and support today, they lead in novel IT to promote famous exhibitions and attract more visitors in order to continually develop.
Service encounter is the critical source for museum experience, and it is created a new experiential value by involving in IT. The objective of this research is to discuss the impact of behavioral intention on personal experience and experiential value after people adopting service encounter.
This research used the convenience sampling method and took the National Museum of Taiwan Literature (NMTL) visitors as the test subjects. Four hundred and twenty valid questionnaires were collected availably for analysis. This research used the statistical software (SPSS and AMOS) to analyze data and test the hypotheses. The hypothesis 1, 2 and 3 were accepted, but the hypothesis 4 and hypothesis 5 were failed. The result of hypotheses was illustrated as follows: 1.The service encounter has positive effect on personal experience. 2. The personal experience has positive effect on experiential value. 3. The experiential value has positive effect on behavioral intention. 4. The service encounter doesn’t have positive effect on experiential value. 5. The personal experience doesn’t have positive effect on behavioral intention. According to these results, hopefully they will support a reference for museums marketing practice
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