基于锚定效应的科技馆展览教育知识转移对策研究

Research on Knowledge Transfer in Exhibition & Education of Sci-tech Museum Based on Anchoring Effect

中文关键词: 知识粘性,第一印象,锚定效应,相关性

英文关键词: Knowledge Stickiness  first impression  Anchoring Effect  relativity

中文摘要:

      作为国立科技馆，中国科技馆的常规观众与非常规观众呈季节性的交替增长。随着受众背景的日趋复杂性，如何进一步提升科技馆展品展项的知识转移效果与效率成为了一个重要课题。本文基于沉锚理论，利用经验分析法判断出影响知识粘性的影响因素，明确现阶段具有优先级别的锚定点，并进一步分析、设计易于受众接受的第一信息，设定锚定点。结果显示：展品展项的更新速度并不应成为影响知识粘性的首要因素，软性因素占据重要地位。辅导内容与受众的相关性是应优先设计的锚定点，其中主要包括辅导内容与受众知识背景、兴趣点、生活等因素的相关性。由此得出结论：为了促进展品展项知识转移，实现受众沉锚，辅导的第一信息应以展品与受众生活的关联度、展品的趣味性，或展品知识情景带入性、故事性为主，明确形成“此展品与我的生活有关”、“此展品会十分有趣”、或“此展品有故事”的第一印象，操作方面主要可以通过使用文化术语代替机械的科学术语、辅导时融入科学发生的宏观社会背景和历史性机遇等方式实现，提升现有展品展项的知识转移效果。

英文摘要:

      It has became a valuable subject to study on how to promote the effect and efficiency of knowledge transfer of exhibits in Sci-tech museum. We used empirical analysis method to identify the influential factors of Knowledge Stickiness based on Anchoring Effect，to clarify the high priority anchoring point，and design the first information easily accepted by visitors to settle down the anchoring point. The results showed upgrade rate should not be the primary influencing factor for knowledge stickiness，while the soft factors play an important role. The prior anchoring point should be the relativity between exhibits and visitors，which would mainly include relativity among contents and education background，interests and life of visitors. It concluded that to promote knowledge transfer of exhibits and achieve anchoring of visitors, the first information to visitors from exhibits should mainly focused on the relativity between exhibits and visitors' life，interest，situational sense，or interesting plot of exhibits，which would form a first impression of thought that “this exhibit linked to my life”, “this exhibit must be interesting”，or “there must be stories of this exhibit”. We suggested using cultural terms instead of mechanical scientific terms，to exposit exhibits with the macroscopic social context and the historical chance and many other methods，with the final aim to promote the knowledge transfer effect and efficiency of existing exhibits.