影響用戶感知藝術博物館網站視覺美學與行為意圖之因素探討

Abstract

在數位化時代，觀眾對藝術博物館的接觸常由線上先行，網站的視覺呈現與使用體驗遂成為連結觀眾、傳遞品牌意象的重要介面。為釐清國內藝術博物館網站美學在使用者心中的感知及具體作用，本研究以使用模式（搜尋、瀏覽）為調節變項，探討藝術博物館網站六項視覺美學構面（簡單性、多樣性、色彩、設計整合力、新穎性、互動性）對於網站再訪意願及實體參觀意願之影響。本研究採用量化與質化並行模式：量化部分針對藝術博物館網站使用者進行問卷調查，經由情境操弄與結構方程模型分析，驗證視覺美學構面在不同使用模式下對行為意圖的影響；質化部分則邀請介面設計專家進行深度訪談，延伸量化結果進行討論，補足使用者觀點所未及之設計脈絡與實務考量。研究結果指出，網站視覺美學六項特性對網站再訪意願的影響並不全面，其中以「簡單性」與「設計整合力」為促進再訪意願的基礎先備條件；而網站再訪意願亦對實體參觀意願具有潛在影響。此外，搜尋與瀏覽兩種使用模式對網站美學特性與行為意圖（網站再訪意願與實體參觀意願）之間的關係具顯著干擾效果，顯示網站設計應依據使用者的行為動機進行策略調整。在學術面，預期能補足藝術博物館網站視覺美學與使用者線上、線下行為意圖之間關聯的研究缺口，提供未來相關研究發展之理論參考架構；而在實務面，則期望能作為藝術博物館網站設計與優化時之策略依據，強化線上體驗轉化為實體參與的可能性。

In the digital age, audiences often engage with art museums online before visiting in person, making websites essential interfaces for audience connection and institutional branding. This study examines how the visual aesthetics of art museum websites influence users’ behavioral intention, with usage mode—searching or browsing—serving as a moderator. Drawing on six dimensions—Simplicity, Diversity, Colorfulness, Craftsmanship, Novelty, and Interactivity—the study explores their effects on users’ Intention to Revisit and Intentions to Visit the Physical Museum. A mixed-methods approach was employed. The quantitative component used scenario-based surveys and Structural Equation Modeling (SEM) to test how these dimensions affect behavioral intention across usage modes. The qualitative component involved interviews with interface design experts, providing insights beyond user perspectives and addressing practical design considerations.Results show that Simplicity and Craftsmanship are key to promoting Intention to Revisit, which in turn positively influences Intentions to Visit the Physical Museum. Furthermore, usage mode significantly moderates the relationship between website aesthetics and behavioral intention, underscoring the need to align design strategies with user motivations. This study helps bridge the research gap on how website visual aesthetics relate to both online and offline user behavior in the cultural sector. It also offers practical guidance for optimizing art museum websites to support the conversion of digital engagement into physical participation.