基于符号编译和知识学习的博物馆观众行为研究
发布时间：2018-07-14 16:48
【摘要】： 营销学提出,经济形态已经进入体验经济和知识经济时代,竞争的不再是品质的讲究,生产者需要从消费者的角度出发,更进一步要提供独特的经验。博物馆所提供的是提炼编码过后的文化内涵,正是在体验经济时代所需重视的。 本文经过由博物馆提高国民素养、培养科学探索精神这一特殊且重要社会教育功能发挥引出现实问题,针对中国绝大部分博物馆利用率低、知识编解码水平较低的特点,我们将博物馆展览设计和观众参观行为作为重要考察对象,主要考察上述两者如何影响参观者的主观效用体验过程。 引用现有消费者行为研究、认知学习理论,构建博物馆知识传播与观众参观学习行为简化模型,本文的工作主要包括如下内容。 (1)观众知识获得和学习行为分类研究 参考符号传播理论和认知学习理论,引入现代学习行为理论中学习机制的差异作为分类标准,以认识论和学习理论两个维度,我们针对博物馆观众对展品的解读以获得知识的行为特征,将博物馆展览和观赏过程视为编解码过程,将参观观众分成四类：发现式学习、传统学习模式、行为主义学习模式和知识建构型学习模式。并且,进一步针对现实中观众不同的体验行为特征和学习机制,为博物馆策展方设计不同的展览模式和推广策略。根据既定的四种观众新知识的习得机制,通过聚类分析方法对受访观众进行分类。 (2)观众在参观展览过程中因主观体验而获得的主观效用度量及影响因素 从展览编码和观众解码学习以获得知识角度,建构本研究提出的博物馆知识传播与观众参观学习行为简化模型假设,完成对观众在参观展览过程中因主观体验所获得主观效用的测度。发现影响该体验主观效用过程的主要因素——观众预期效用、观众感知价值、观众知识结构、观众解读学习模式、观众体验效用和博物馆设计的参观情境、博物馆展览编码技术等,并揭示其影响作用的一般性。 本文选择因子分析、结构方程模型等数据处理手段调查所得数据进行挖掘和深入分析,以检验上述假设的真伪。 (3)博物馆展览模式的分类测度和评价 相对应地,采用应对不同学习机制对博物馆展览的不同模式加以区分,将博物馆展览的组织设计者作为这一具体场景知识的传播者,而将博物馆的参观访问者(消费者)作为这一知识的学习者,则可以得到四种博物馆展览类型：发现式展览、系统化展览、组织有序的展览和建构知识型展览。根据编码过程对观众接受、学习行为的影响,初步给出评价一次展览社会效果的几个方面。 此外,本文开发设计了博物馆观众参观体验的知识习得行为量表,尤其注重从观众认知行为和作为编码过程的展览设计模式的角度考察博物馆整个展览的逻辑过程,不同于已有博物馆观众研究所采用的量表。并通过实证数据对量表的效度和信度进行了检验,这既是本项实证研究所必需的前提,同时也为后续其它相关实证研究建立可操作化的基础。
[Abstract]:Marketing has put forward that the economic form has entered the era of experience economy and knowledge economy. The competition is no longer the quality of quality. The producer needs to start from the angle of the consumer and further provide the unique experience. The museum provides the cultural connotation after the extraction and coding, which is the important importance in the experience of the economic era.
In this paper, through the development of the museum's national literacy and the cultivation of the spirit of scientific exploration, this special and important social education function leads to practical problems. In view of the low utilization rate of the vast majority of museums in China and the low level of knowledge codec, we take the museum exhibition design and the audience tour as an important investigation object, and take the main examination. Observe how the above two factors affect visitors' subjective utility experience process.
Citing existing consumer behavior research, cognitive learning theory, and building a simplified model of Museum knowledge dissemination and audience visit learning behavior, the main work of this paper is as follows.
(1) a study on the classification of the audience's knowledge acquisition and learning behavior
Referring to the theory of symbolic communication and the theory of cognitive learning, the difference of learning mechanism in the modern learning behavior theory is introduced as the classification standard, and the two dimensions of epistemology and learning theory are used to interpret the exhibits by the museum audience in order to obtain the behavioral characteristics of the knowledge, and the exhibition and ornamental process of the museum will be considered as a codec process and will be visited. The audience is divided into four categories: discovery learning, traditional learning model, behaviorism learning model and knowledge constructivism learning model. Furthermore, it designs different exhibition models and strategies for the museum curators, according to the different experience behavior characteristics and learning mechanism of the audience in the reality. The clustering mechanism is used to classify the audience.
(2) the subjective utility measurement and influencing factors of visitors in the exhibition process.
From the exhibition coding and the audience decoding learning to obtain the knowledge angle, the paper constructs the hypothesis of the simplified model of the museum knowledge dissemination and the audience visit learning behavior proposed by this study, and completes the measure of subjective utility gained by the subjective experience of the audience during the tour of the exhibition. The expected utility, the audience perceived value, the audience's knowledge structure, the audience reading the learning model, the audience experience utility and the museum design visit situation, the museum exhibition coding technology, etc., and reveal the general effect of its influence.
In this paper, data processing methods such as factor analysis, structural equation modeling and so on are selected for data mining and in-depth analysis, so as to test the authenticity of the above assumptions.
(3) the classification measure and evaluation of the museum exhibition model
Correspondingly, the different learning mechanisms should be used to distinguish different modes of Museum exhibition, and the organization designer of the museum exhibition is used as the disseminator of this specific scene, and the visitors (consumers) of the museum can be used as the learner of this knowledge, then four types of museum exhibitions can be found: discovery The exhibition, the systematic exhibition, the organized exhibition and the construction of the knowledge-based exhibition. According to the acceptance of the audience and the influence of the learning behavior, several aspects of the evaluation of the social effect of an exhibition are preliminarily given.
In addition, this paper develops a knowledge acquisition behavior scale for the visitors' experience of the museum. It pays more attention to the logical process of the museum's entire exhibition from the perspective of the audience's cognitive behavior and the exhibition design pattern as the encoding process. It is different from the scale used by the existing Museum audience research. Validity and reliability were tested. This is not only the prerequisite for this empirical study, but also an operable foundation for other related empirical studies.
【学位授予单位】：南京理工大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：G265
[Abstract]:Marketing has put forward that the economic form has entered the era of experience economy and knowledge economy. The competition is no longer the quality of quality. The producer needs to start from the angle of the consumer and further provide the unique experience. The museum provides the cultural connotation after the extraction and coding, which is the important importance in the experience of the economic era.
In this paper, through the development of the museum's national literacy and the cultivation of the spirit of scientific exploration, this special and important social education function leads to practical problems. In view of the low utilization rate of the vast majority of museums in China and the low level of knowledge codec, we take the museum exhibition design and the audience tour as an important investigation object, and take the main examination. Observe how the above two factors affect visitors' subjective utility experience process.
Citing existing consumer behavior research, cognitive learning theory, and building a simplified model of Museum knowledge dissemination and audience visit learning behavior, the main work of this paper is as follows.
(1) a study on the classification of the audience's knowledge acquisition and learning behavior
Referring to the theory of symbolic communication and the theory of cognitive learning, the difference of learning mechanism in the modern learning behavior theory is introduced as the classification standard, and the two dimensions of epistemology and learning theory are used to interpret the exhibits by the museum audience in order to obtain the behavioral characteristics of the knowledge, and the exhibition and ornamental process of the museum will be considered as a codec process and will be visited. The audience is divided into four categories: discovery learning, traditional learning model, behaviorism learning model and knowledge constructivism learning model. Furthermore, it designs different exhibition models and strategies for the museum curators, according to the different experience behavior characteristics and learning mechanism of the audience in the reality. The clustering mechanism is used to classify the audience.
(2) the subjective utility measurement and influencing factors of visitors in the exhibition process.
From the exhibition coding and the audience decoding learning to obtain the knowledge angle, the paper constructs the hypothesis of the simplified model of the museum knowledge dissemination and the audience visit learning behavior proposed by this study, and completes the measure of subjective utility gained by the subjective experience of the audience during the tour of the exhibition. The expected utility, the audience perceived value, the audience's knowledge structure, the audience reading the learning model, the audience experience utility and the museum design visit situation, the museum exhibition coding technology, etc., and reveal the general effect of its influence.
In this paper, data processing methods such as factor analysis, structural equation modeling and so on are selected for data mining and in-depth analysis, so as to test the authenticity of the above assumptions.
(3) the classification measure and evaluation of the museum exhibition model
Correspondingly, the different learning mechanisms should be used to distinguish different modes of Museum exhibition, and the organization designer of the museum exhibition is used as the disseminator of this specific scene, and the visitors (consumers) of the museum can be used as the learner of this knowledge, then four types of museum exhibitions can be found: discovery The exhibition, the systematic exhibition, the organized exhibition and the construction of the knowledge-based exhibition. According to the acceptance of the audience and the influence of the learning behavior, several aspects of the evaluation of the social effect of an exhibition are preliminarily given.
In addition, this paper develops a knowledge acquisition behavior scale for the visitors' experience of the museum. It pays more attention to the logical process of the museum's entire exhibition from the perspective of the audience's cognitive behavior and the exhibition design pattern as the encoding process. It is different from the scale used by the existing Museum audience research. Validity and reliability were tested. This is not only the prerequisite for this empirical study, but also an operable foundation for other related empirical studies.
【学位授予单位】：南京理工大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：G265
【引证文献】
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1 鲍贤清;博物馆场景中的学习设计研究[D];华东师范大学;2013年
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1 胡s，
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