基于语义差别法(SD)的北京市博物馆观众感知评价研究  

Research on the Evaluation of Audience Perception of Beijing Museums Based on the Semantic Diff erential(SD)Approach

作　　者：陈泽金 王玥 蔡蒙蒙 丁天一 CHEN Zejin;WANG Yue;CAI Mengmeng;DING Tianyi(Research Center of the General Administration of Customs Beijing 100011;School of Tourism,Shanghai Normal University Shanghai 200234;College of Information Technology,Shanghai Jian Qiao University Shanghai 201306)

机构地区：[1]海关总署研究中心,北京100011 [2]上海师范大学旅游学院,上海200234 [3]上海建桥学院信息技术学院,上海201306

出　　处：《中国商论》2023年第17期76-80,共5页China Journal of Commerce

摘　　要：本文以综合性、纪念性和专门性三类博物馆为研究对象,2023年5月在北京市9个博物馆进行了有效观众问卷调查,通过语义差别法对博物馆的观众感知进行全面、系统性的实证分析,重点分析了不同博物馆类型、不同个体特征及偏好选择下的观众感知差异性,并就观众对不同类型博物馆的感知收益和受损情况进行比较分析。研究表明:(1)观众对三类博物馆在整体风格、色温色调和语言丰富度等方面的感知差异较大,而在外观造型、内容准确度和文字规范度等方面的感知差异较小;(2)观众对三类博物馆在整体风格、色温色调和展品分布等方面的感知差异性非常显著,而在外观造型和内容准确度方面的感知差异性并不显著;(3)观众对综合性博物馆的感知评价最高,对专门性博物馆的感知评价最低;(4)综合性博物馆和纪念性博物馆观众认为自身属于感知受益方,而专门性博物馆观众则认为自身属于感知受损方。Taking the three types of museums,comprehensive,monumental and specialized,as the research obects,this paper conducts an effective audience questionmaire survey in nine museums in Beijing in May 2023,and carries out a comprehensive and systematic empirical analysis of audience perception of museums through the semantic differential approach,focusing on the analysis of the differences in the audience perception under the selection of different types of museums,different individual characteristics and preferences,and it also makes a comparative analysis on the perceived benefits and damages of different types of museums.The study shows that:1)audience perception of the three types of museums differs greatly in terms of overall style,color temperature and hue,and linguistic richness,while their perceptions differ less in terms of appearance and shape,content accuracy,and textual norms;2)the difference in the audience perception of the three types of museums in terms of overall style,color temperature and hue,and distribution of exhibits is very significant,while the difference in perception in terms of appearance and modeling,and content accuracy is not significant,3)audience perception of comprehensive museums is rated highest,and that of specialized museums is rated lowest;4)audience to comprehensive and monumental museums perceive themselves as beneficiaries of perception,while audience to specialized museums perceive themselves as detractors of perception.

关 键 词：观众 综合性博物馆 纪念性博物馆 专门性博物馆 语义差别法 

分 类 号：F590[经济管理—旅游管理]