研究虛擬實境對於博物館展覽是否為有效的傳播媒介 - 以故宮博物院為例

• Main Author: 石詠綺
• Language: 英文
• Published: 國立政治大學
• Subjects: 傳播媒介; 虛擬實境; 專注程度; 享受程度; 個性; 相關經驗; Telepresence; VR; Attention; Engagement; Personality; Experience
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0104356008%22.

在資訊科技越來越蓬勃發展的情況下,也讓博物館能帶來更好的使用者體驗。而現今已有許多博物館使用這些新技術,提供觀眾更有趣且吸引人的內容。本研究與國立故宮博物院合作,而故宮近年來也致力於新科技的採用與發展,虛擬實境則是其中一個例子,因此本篇會著重在探討虛擬實境在博物館展覽上是否為有效提升觀眾觀展興趣的互動媒介。當使用者在使用互動媒介的時候,會讓他們產生一種類似”身歷其境的”感覺,我們稱為”telepresence”而這種感覺則會進一步影響他們對於博物館的觀展意願。因此本篇論文會針對虛擬實境跟不同的互動媒介做比較,藉以了解比起其他互動媒介,虛擬實境是否能更能提升使用者體驗,這裡為了普及性及取材方便,採用故宮網站及影片來做比較。而為了衡量使用者體驗,我們則採用”享受程度”及”專注程度”來測量不同互動媒介所帶給他們的影響;此外個性以及使用者的過去相關經驗也是影響他們享受程度的重要因素,因此本篇研究也有將此兩個調節變數納入考量。而實驗內容則是隨機分配使用者使用其中一樣媒介,實驗結束後填寫相對應的問卷。實驗結果證明了互動媒介如果能帶來越高的 telepresence,則使用者會有更高的專注程度,越高的專注程度能讓使用者有更高的享受程度,而享受程度及專注程度皆能帶來較好的使用者體驗,進一步影響使用者的觀展意願;但高程度的 telepresence 並不會對享受程度有所影響,可能是因為互動媒介本身內容使用者並沒有興趣的關係,而兩個調節變數雖同樣不顯著,但試著探索性分析後發現擁有外向個性的人相較於其他人,在使用互動媒介時能有更高的專注程度,這也是未來可研究的方向。總結來說,本篇研究證明了虛擬實境能帶來較高的專注力,且專注力與享受程度能進一步地引起使用者的觀展興趣。 === Information technologies provided important opportunities for museums to create more engaging visitor experience. Many museums have decided to adopt new technologies to provide more interesting and attracting offerings. This study collaborates with National Palace Museum and focus on investigating whether virtual reality is an effective communication medium for museum exhibition. When people use different communication medium they will have variety telepresence, and the telepresence may influences on their performance expectation. Therefore this study presented in this paper compared three communication mediums, video, website and virtual reality. For evaluating user experience, we took engagement and attention to measure the effect of telepresence; also the role of users’ personality and their prior experience of communication media in moderating these effects are also considered. The experiment is held in National Cheng-Chi University and the participators are all students from the university, we randomly let user use one of three communication medium then give them questionnaire after finishing the experiment. By the result of our research, we found that high level of telepresence can let the user more focus on the media, and higher attention can enforce their engagement, in the last, both attention and engagement can further impact user’s visitation behavior. In our result, even personality and relative experience are both insignificant, but we found that when using communication medium, extravert can have higher attention than the other users, it may be a future research. Overall, this study confirm that VR with higher telepresence can catch more attention from user, attention enforce their engagement, then higher level of attention and engagement create better user experience.