線上展覽之觀眾經驗評估研究：以農為國本——臺灣農業檔案特展為例

Abstract

本研究旨在探討觀眾對線上網站展覽的介面與內容使用性評估，與整體展覽滿意度及學習助益之間的關係。藉由文獻分析建立介面使用性、內容使用性、展覽滿意度與學習助益性之理論模式，以真實博物館展出之「農為國本——臺灣農業檔案特展」為研究場域，收集並觀察農為國本特展線上展覽之觀眾資料。本研究利用自行發展之問卷與觀察工具取得受試者對介面與內容使用性、展覽滿意度和學習助益性的評價，以及透過網站行為記錄工具蒐集線上展覽的觀眾行為。在一個月的期間共回收有效樣本161份，研究結果首先報導所有觀眾之背景、參觀動機以及線上展覽參觀行為概況，再透過結構方程模型分析驗證理論模式，進行整體模型適配度與預測能力估計分析。研究結果證實理論模式能夠說明觀眾線上展覽的觀展經驗與學習成效，整體適配度高並具有解釋力，介面使用性與內容使用性都是影響展覽滿意度與學習助益性的重要因素，同時介面使用性無法直接對學習助益發生影響，需透過展覽滿意度之中介效果才能提高學習助益，顯示觀眾的觀展經驗將對其在博物館情境中的學習有很大的影響，而要提升線上展覽之觀展經驗，需重視介面與內容使用性。 本研究根據研究結果建議線上展覽應著重介面的美感設計，以及避免瀏覽者迷失在網站空間，建立網站明確的分類架構、預覽目錄選單、介面設計的一致性，在內容方面著重於展覽內容的實用性、完成度、可靠性、中立性、新穎性與可理解性，可以間接或直接提升使用者的展覽滿意度與學習助益性。

This study is intended as an investigation of the relationship between visitors’ assessment of the online museum exhibition and their museum learning. By reviewing the related studies in website usability and museum experience, a theoretical framework contained the variables of interface usability, content usability, satisfaction and the benefit to learning was proposed. Visitors’ data were collected from a real exhibition held in a museum at the northern Taiwan, and the data were used to verify the theoretical framework by structural equation modeling analysis. There were 161 valid participants joined in the study, their background information and behavior logs were firstly reported, and their assessment of the online museum exhibition, including the evaluation toward the interface usability, content usability, their overall satisfaction and perceived benefit to their learning were further analyzed. The results of the study suggested that the proposed theoretical framework fitted well to explain the relationship between visitors’ assessment of online museum exhibition and their museum learning. Visitors’ assessment toward the interface and content usability of the online exhibition, would affect their satisfaction toward the exhibition and also determine whether they learned something from the exhibition. More importantly, interface usability only affected visitors’ perceived learning through the mediating factor of satisfaction, which proved that interface and content usability were critical to improve visitors’ museum learning. Based on the findings of the study, suggestions including the aesthetic and usable design principles for online museum interface and the message were provided for references.