中国科技馆观众满意度影响因素研究

Research on the Influencing Factors of Visitor Satisfaction in the China Science and Technology Museum

中文关键词: 科技馆 观众满意度 结构方程模型

英文关键词: science and technology museum  visitor satisfaction  structural equation model

中文摘要:

      为提升科技馆观众满意度，本研究构建中国科技馆观众满意度模型，探讨了观众期望、感知质量、 感知价值、观众满意及观众忠诚之间的作用机制。本研究于 2024 年 8—10 月采用问卷调查法对中国科技馆 实际到访观众进行抽样调查，发现中国科技馆观众的感知质量和感知价值对观众满意度具有显著正向影响， 观众期望对观众满意的影响较弱，观众满意显著正向影响观众忠诚。因此，研究建议中国科技馆应将提升 感知质量和感知价值作为关键着力点。

英文摘要:

      To enhance the China Science and Technology Museum（CSTM）visitor satisfaction， This reseanh constructs a structural model to inquire into the interaction mechanism among visitor expectations，perceived quality，perceived value，visitor satisfaction，and visitor loyalty. During the periol from August to October 2024，the research team conducted a survey among CSTM visitors， the results show that perceived quality and perceived value have a significant positive impact on visitor satisfaction，while，visitor expectations exert a relatively weak influence on visitor satisfaction. Furthermore，visitor satisfaction was found to have a positive effect on visitor loyalty. Therefore， CSTM should focus on enhancing perceived quality and perceived value.