Permalink : http://hdl.handle.net/2115/56441

JaLCDOI : 10.14943/66441

KEYWORDS : science communication;engagement in science and technology;segmentation;motivation;self-efficacy

We conducted two internet surveys to examine the utility of the segmentation method for assessing audiences of science and technology events. We used the segmentation method developed by the Victorian Government in Australia（ VSEG）, which separates respondents according to the extent of their engagement in science and technology. In survey 1, the results showed the following: 1） the respondents showed partial time stability on segmentation, and 2） respondents who were classified as high engagement in science and technology showed a greater interest in technical terms compared with those who were classified as low engagement in science and technology. In survey 2, the results showed the following: 1） those who have a willingness to attend to science and technology events were common among respondents who were classified as high engagement in science and technology, 2） respondents who were classified as high engagement in science and technology were highly intrinsically motivated to attend to these events, and 3） they anticipated that they would feel high self-efficacy when they attend to these events. These results demonstrate few differences between large-scale and small-scale events. We have discussed the utility of VSEG for assessing audiences of science and technology events.