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題名 探討 2D 與 VR 媒體敘事對於博物館成效之影響
Examining the Impact of Storytelling on Museum Performance in 2D and VR Medium Environment
作者 蔡亞芸
Tsai, Ya-Yun
貢獻者 張欣綠
Chang, Hsin-Lu
蔡亞芸
Tsai, Ya-Yun
關鍵詞 數位媒體
敘事效果
虛擬實境
使用者體驗
博物館
Digital media
Storytelling
Virtual reality
User experience
Museum
日期 2021
上傳時間 4-Aug-2021 14:46:48 (UTC+8)
摘要 有鑒於資訊科技的發展，博物館正探尋使用創新科技使之更接近一般觀展民眾的機會，更加重視博物館觀眾的整體參觀經驗。新興數位媒體使博物館文物展覽可拓展至實體博物館外，無論是在線上展示其歷史文物，或在其他空間進行展覽品展示。而台灣知名的國立故宮博物院也不外乎搭上數位應用的熱潮，致力發展數位媒體之文物展示應用。本研究與國立故宮博物院合作，探討 2D 及虛擬實境數位媒體敘事對於國立故宮博物院品牌成效，旨在檢驗在博物館場域之下，何者數位媒體能達到最佳的文物展示使用者體驗。
研究中分析三種不同數位媒體（影片、互動網頁、虛擬實境）對於使用者體驗（沈浸式體驗、參與式體驗）之關聯性比較，並同時加入媒體敘事探討其在前者關聯性之間是否存在調節效果。此外，本研究測量不同文物型態（書法或繪畫類型文物）對於模型的適配程度，定義模型〇：一般模型，亦即不區分文物型態；模型一：專注於探討書法類型文物（研究採用《懷素自敘帖》）；模型二：專注於探討繪畫類型文物（研究採用《趙孟頫鵲華秋色》）。結果顯示虛擬實境在數位文物展示過程中，能夠達到最佳的使用者體驗成果，其成效優於影片展示，其次為互動網頁展示。我們歸納虛擬實境擁有最豐富的感官效果，在數位展演情境之下最能夠提供觀展者深刻的館展過程。此外，我們的研究發現參與式體驗能提升博物館品牌顯著性，接著正向影響博物館品牌成效。
本研究的成果不僅提供國立故宮博物院採用數位媒體與故事敘事展示文物及展品之洞見，更為全球博物館提供了新興數位媒體展覽文物的參考依據。
According to the development of information technology (IT), museums are looking for opportunities to approach the general public by means of innovative methods. The emerging media development makes it available to exhibit the cultural relics out of the museum or online. Museums such as the National Palace Museum (NPM) are no exception to work hard on digital transformation. This study aims to collaborate with NPM to explore the role media type and storytelling act, figuring out the most effective communication medium for their brand.
In this research, we compared the effectiveness of three media types (generic 2D, interactive 2D, VR) to user experience (immersion and involvement). Storytelling was also added to investigate whether it has a moderating effect between the two. We also tested the effect across different types of the experimental cultural relics (calligraphy and painting). Three empirical models were created: Model 0 represents the original model, Model 1 focuses on calligraphy, and Model 2 focuses on painting. The result showed that VR media reached the highest level of user experience than video and website did. In addition, it is verified that immersion experience had a significant effect on brand prominence and brand prominence lead to significance of NPM performance.
Our detailed analyses provide NPM some improvements of media and storytelling adoption to present its cultural relics and artworks. The findings proposed a reference for museums to design a promising presentation of the exhibitions.
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描述 碩士
國立政治大學
資訊管理學系
108356005
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108356005
資料類型 thesis
dc.contributor.advisor 張欣綠zh_TW
dc.contributor.advisor Chang, Hsin-Luen_US
dc.contributor.author (Authors) 蔡亞芸zh_TW
dc.contributor.author (Authors) Tsai, Ya-Yunen_US
dc.creator (作者) 蔡亞芸zh_TW
dc.creator (作者) Tsai, Ya-Yunen_US
dc.date (日期) 2021en_US
dc.date.accessioned 4-Aug-2021 14:46:48 (UTC+8)-
dc.date.available 4-Aug-2021 14:46:48 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2021 14:46:48 (UTC+8)-
dc.identifier (Other Identifiers) G0108356005en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136340-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 108356005zh_TW
dc.description.abstract (摘要) 有鑒於資訊科技的發展，博物館正探尋使用創新科技使之更接近一般觀展民眾的機會，更加重視博物館觀眾的整體參觀經驗。新興數位媒體使博物館文物展覽可拓展至實體博物館外，無論是在線上展示其歷史文物，或在其他空間進行展覽品展示。而台灣知名的國立故宮博物院也不外乎搭上數位應用的熱潮，致力發展數位媒體之文物展示應用。本研究與國立故宮博物院合作，探討 2D 及虛擬實境數位媒體敘事對於國立故宮博物院品牌成效，旨在檢驗在博物館場域之下，何者數位媒體能達到最佳的文物展示使用者體驗。
研究中分析三種不同數位媒體（影片、互動網頁、虛擬實境）對於使用者體驗（沈浸式體驗、參與式體驗）之關聯性比較，並同時加入媒體敘事探討其在前者關聯性之間是否存在調節效果。此外，本研究測量不同文物型態（書法或繪畫類型文物）對於模型的適配程度，定義模型〇：一般模型，亦即不區分文物型態；模型一：專注於探討書法類型文物（研究採用《懷素自敘帖》）；模型二：專注於探討繪畫類型文物（研究採用《趙孟頫鵲華秋色》）。結果顯示虛擬實境在數位文物展示過程中，能夠達到最佳的使用者體驗成果，其成效優於影片展示，其次為互動網頁展示。我們歸納虛擬實境擁有最豐富的感官效果，在數位展演情境之下最能夠提供觀展者深刻的館展過程。此外，我們的研究發現參與式體驗能提升博物館品牌顯著性，接著正向影響博物館品牌成效。
本研究的成果不僅提供國立故宮博物院採用數位媒體與故事敘事展示文物及展品之洞見，更為全球博物館提供了新興數位媒體展覽文物的參考依據。		zh_TW
dc.description.abstract (摘要) According to the development of information technology (IT), museums are looking for opportunities to approach the general public by means of innovative methods. The emerging media development makes it available to exhibit the cultural relics out of the museum or online. Museums such as the National Palace Museum (NPM) are no exception to work hard on digital transformation. This study aims to collaborate with NPM to explore the role media type and storytelling act, figuring out the most effective communication medium for their brand.
In this research, we compared the effectiveness of three media types (generic 2D, interactive 2D, VR) to user experience (immersion and involvement). Storytelling was also added to investigate whether it has a moderating effect between the two. We also tested the effect across different types of the experimental cultural relics (calligraphy and painting). Three empirical models were created: Model 0 represents the original model, Model 1 focuses on calligraphy, and Model 2 focuses on painting. The result showed that VR media reached the highest level of user experience than video and website did. In addition, it is verified that immersion experience had a significant effect on brand prominence and brand prominence lead to significance of NPM performance.
Our detailed analyses provide NPM some improvements of media and storytelling adoption to present its cultural relics and artworks. The findings proposed a reference for museums to design a promising presentation of the exhibitions.		en_US
dc.description.tableofcontents CHAPTER 1: INTRODUCTION 1
CHAPTER 2: LITERATURE REVIEW 4
2.1 2D and VR medium 4
2.2 The Effects of Storytelling 7
2.3 User Experiences 8
2.3.1 Immersion 9
2.3.2 Involvement 10
2.4 Museum Brand Prominence 10
CHAPTER 3: RESEARCH FRAMEWORK 12
3.1 Effect of Media 12
3.2 Effect of Storytelling 13
3.3 Effect of UX on Brand Prominence 15
3.4 NPM Performance 16
CHAPTER 4: METHODOLOGY 17
4.1 Research Context 17
4.2 Experimental Design 18
4.3 Sample and Measurement 20
CHAPTER 5: MODEL ANALYSIS AND RESULTS 23
5.1 Measurement Model Analysis 23
5.2 Structural Model Analysis 26
CHAPTER 6: DISCUSSION 31
6.1 Media Type to UX 31
6.2 Moderating Effect 32
6.3 Types of UX to Brand Prominence 33
6.4 Brand Prominence to NPM Performance 33
6.5 The Effect of Different Cultural Relics 34
CHAPTER 7: CONCLUSION 36
7.1 Contributions 36
7.1.1 Theoretical Contributions 36
7.1.2 Managerial Contributions 37
7.2 Limitations and Future Research 38
Reference 40		zh_TW
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dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108356005en_US
dc.subject (關鍵詞) 數位媒體zh_TW
dc.subject (關鍵詞) 敘事效果zh_TW
dc.subject (關鍵詞) 虛擬實境zh_TW
dc.subject (關鍵詞) 使用者體驗zh_TW
dc.subject (關鍵詞) 博物館zh_TW
dc.subject (關鍵詞) Digital mediaen_US
dc.subject (關鍵詞) Storytellingen_US
dc.subject (關鍵詞) Virtual realityen_US
dc.subject (關鍵詞) User experienceen_US
dc.subject (關鍵詞) Museumen_US
dc.title (題名) 探討 2D 與 VR 媒體敘事對於博物館成效之影響zh_TW
dc.title (題名) Examining the Impact of Storytelling on Museum Performance in 2D and VR Medium Environmenten_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202100819en_US