本研究結論: 1.觀眾對陶藝參觀活動的參與行為中，休閒涉入是體驗品質之重要前因變項。 2.觀眾在參與陶藝參觀活動上，體驗品質感受對參觀滿意度有顯著影響。 3.觀眾在參與陶藝參觀活動上，體驗品質是休閒涉入與參觀滿意度之間的中介變數。 To be confronted by the challenge of global industry competition,Taiwan government has been advocating the development of“The Cultural Creative Industry”. The Cultural Exhibition and Performance Facilities as museums play important roles to demonstrate cultural and creative characteristics of local products. Under great pressure of insufficient budget and changing lifestyle in the consumer market, however, modern museums began to offer visiting tours towards experiential and leisurable settings for improving visitor satisfaction and attracting more audiences.
The purpose of this research was to study the influential relationships among modern museum audiences’ leisure involvement, experience quality, and visitor satisfaction. The survey data were collected from 413 audiences who were attending activities in the Taipei County Yingge Ceramics Museum, and the data were analyzed by applying the Structural Equation Modeling.
The results of this study were showed as follows:
1.For audiences who attend ceramics visiting activities, leisure involvement is an important antecedent variable of experience quality. 2.For audiences who attend ceramics visiting activities, experience quality directly influences visitor satisfaction. 3.For audiences who attend ceramics visiting activities, experience quality is a mediating variable between leisure involvement and visitor satisfaction.
