长春市城乡规划展览馆观众满意度影响因素研究——基于有序Logistic-ISM模型的实证分析

Factors Influencing Visitor Satisfaction of Changchun City Planning Exhibition Hall:Empirical Analysis Based on Ordered Logistic Regression and ISM Model

通过引入有序Logistic回归模型确定长春市城乡规划展览馆观众满意度影响因素,并使用ISM模型分析各影响因素之间的关联层次,尝试对调查数据进行深入分析。研究结果表明,社会人口学背景在观众满意度中发挥了深层根源性作用,参观行为与参观需求是连接过渡,而参观体验与观众满意度直接相关。希望借此为国内博物馆观众研究提供使用创新数据模型的案例借鉴,拓宽博物馆观众调查数据的分析思路。

Visitor satisfaction is an important index to measure the service quality and development level of museums.By applying the ordered logistic regression model,the influencing factors of visitor satisfaction of Changchun City Planning Exhibition Hall are determined,and the ISM model is used to explore the correlation level among the influencing factors through data analysis.The results show that the socio-demographic background of audiences plays a fundamental role to impact visitor satisfaction.Visitors'on-site behavior and demands are in the middle,and their visiting experiences are directly related to visitor satisfaction.It is hoped that this could not only provide a new statistical analysis method for museum visitor studies in China,but also suggest an innovative lens to analysis data from museum visitor surveys.