「觀眾研究」是一個複合性領域的總稱，包含對使用美術館線上、線下設施、服務，所有人們的博物館經驗、態度和意見的調查、研究、與評量。美術館公共開放的百年歷程中，參觀者異質而快速的擴增，從法國大革命時期的新自由人到一般認知的藝術愛好者，身分從觀眾、遊客、社區居民、消費者、顧客、志工、贊助者，到網路新世代的使用者和群眾，每一個使用美術館設施、接受美術館服務的個人，都以他們的期待，不斷撞擊著美術館的高牆，美術館與公眾間的關係是一場永遠進行中的革命。面對挑戰，美術館導入新商業、新資源，部署新機制與新的管理工具是不可逆的趨勢，然而成功實踐且能重新啟動美術館動能者，往往在計畫創新性和效益性的考量之外，還要能兼顧美術館非營利與教育核心使命的活化。法國羅浮宮藝術博物館成功推動十年的「人人都是藝文贊助者」(TOUS MÉCÈNES !)群眾募資計畫，就是這樣的案例，不僅作為美術館的「替代性財務工具」，成功集資，計畫由原募款部門執行組織得以逐步擴編發展，研究與教育詮釋能量作為藝術史隱晦知識的解密者，知識、影像、互動、遊戲的整合性文創內容生產，透過強勢新媒體與全球對話。歐盟的調查報告印證，美術館群眾募資不只幫助大型博物館在政府公共預算縮減的狀態下脫困，更多美術館在觀眾發展、社群參與、或市場調查、行銷、推廣的面相獲益更大。因為美術館群眾募資計畫的社會網絡參與和創業家精神，讓捐助者們用自己的方法「愛」藝術，並且讓自己成為美術館的重要「盟友」。
美術館群眾研究、美術館觀眾研究、禮物經濟、美術館群眾募資、羅浮宮「人人都是贊助者」群募計畫
"Audience research" is an integrated concept of research field. It includes the investigation, research, and evaluation of every people's museum experience, attitudes and opinions on using the museum's online, offline facilities, and services. The relationship between art museum and the public is a revolution in motion. Although the public art museum's research attention on its visitors starts quite recent, the rapid growth in size and heterogeneous development of museum visitors have urged art museum to reshape its management by the introduction of new business, new resources, the deployment of new mechanisms and new management tools. Commercialization has followed to cast its shadow over museums. It would then be essential for art museums to balance between making profits and its mission. This research is using "Tous mécènes!", the Louvre crowd funding project as a case study to contemplate harnessing the crowd in art museum brought by advent of web technology. It concludes that museum crowdfunding is not only an "alternative financial tool" to fill the funding gap. Instead, museum benefits more through the progress on projects of audience development, community involvement, or even market research. With attribute of engagement and entrepreneurship, the art museum crowdfunding has allowed donors to express "love" of art in their own way and covert themselves to become an important "ally" of the museum.
art museum crowd research, art museum audience research, gift economy, art museums crowdfunding, Louvre museum crowdfunding program TOUS MÉCÈNES
