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題名 Instagram AR遊戲濾鏡的動保議題效果研究：以紫斑蝶為例
The Effectiveness of Instagram AR Game-based Filters for Animal Protection Issues: AR Game-based Filters Designed for Conservation Issue Of the Purple Crow Butterfly as an Example作者 江昀蒨
Chiang, Yun-Chien貢獻者 林日璇
Lin, Jih-Hsuan
江昀蒨
Chiang, Yun-Chien關鍵詞 擴增實境
Instagram濾鏡
環境教育
紫斑蝶
遊戲設計
Augmented Reality
Instagram Filters
Environmental Education
Purple Crow Butterfly
Game Design日期 2025 上傳時間 2-Jun-2025 14:39:16 (UTC+8) 摘要 近年來，社群媒體平台上的擴增實境（AR）濾鏡已成為吸引用戶參與與推廣社會議題的有趣工具。本研究以Instagram限時動態中的AR遊戲濾鏡為出發點，探討其作為環境動物教育媒介的可能性，聚焦於台灣特有的保育物種──紫斑蝶。透過結合互動式敘事與遊戲化設計，該濾鏡旨在提升大眾對生態議題的關注，並促進行為改變。研究透過質性訪談蒐集使用者的情感與認知反應，分析其互動體驗所帶來的影響。結果顯示，AR遊戲濾鏡有助於培養同理心，並強化使用者對環境動物保育議題的連結。
In recent years, augmented reality (AR) filters on social media platforms have emerged as powerful tools for users and promoting social causes. This study explores the use of Instagram Story AR game filters as an innovative medium for environmental and animal protection education, focusing on the endangered Purple Crow Butterfly in Taiwan. By adding interactive and playful game mechanics, the Instagram filter aims to raise public awareness of environmental and animal protection issues and encourage behavioral change. This study investigated the emotional and cognitive responses arising from the filter experience through qualitative interviews with users. The results showed that the AR game filters were effective in promoting empathy and strengthening users' connection to issues of wildlife conservation.參考文獻 REFERENCE Taiwan Panorama. (2021). Saving Taiwan’s Crow Butterflies. Retrieved from https://www.taiwan-panorama.com/en/Articles/Details?CatId=10&Guid=1cc68b51-2bbe-4117-b131-f310c46d641f 詹家龍 [Zhan, J.-L.] (2008). 紫色寶藏 臺灣紫斑蝶的奇幻旅程 [The Purple Treasure: The Magical Journey of Taiwan's Purple Crow Butterflies]. 《台灣學通訊》[Taiwan Studies Newsletter], 第18期 [Issue 18], 08. https://wwwacc.ntl.edu.tw/public/Attachment/9102617121643.pdf 王淑卿 [Wang, S.-Q.] (2015). 臺灣最美的道路－紫斑蝶道 [The Most Beautiful Road in Taiwan - The Purple Crow Butterfly Path]. 自科學 Online 高瞻自然科學教學資源平台 [From Science Online High-Scope Natural Science Teaching Resource Platform]. https://highscope.ch.ntu.edu.tw/wordpress/?p=64480 楊柔 [Yang, R.] (2024, June 5). 紫斑蝶異地遷徙 守護自然飛行旅程 [Purple Crow Butterflies Migrate to Different Locations, Protecting Their Natural Flight Journey]. 小世界 [Little World]. http://shuj.shu.edu.tw/blog/2024/06/05/紫斑蝶異地遷徙-守護自然飛行旅程/ 許芷榕 [Hsu, C.-J.] (2022, February 9). 「紫蝶幽谷」每年50萬隻蝴蝶 創生態與觀光雙贏 全球暖化卻成隱憂 ["Purple Butterfly Valley" Hosts 500,000 Butterflies Annually, Creating Ecological and Tourism Win-Win, But Global Warming Becomes a Concern]. 環境資訊中心 [Environmental Information Center]. https://e-info.org.tw/node/229491 詹家龍, 楊平世, 林俊儀, & 郭祺財 [Zhan, J.-L., Yang, P.-S., Lin, J.-Y., & Guo, Q.-C.] (2006). 台灣產紫斑蝶屬之季節性移動 [Seasonal Migration of Euploea Butterflies in Taiwan]. 蝶 [Butterflies], 3, 7-11. https://www.airitilibrary.com/Article/Detail?DocID=P20180309002-202106-202111150004-202111150004-121-152 陳孟達 [Chen, M.-D.] (2016). 台灣紫斑蝶保育問題及策略之研究 [A Study on Conservation Issues and Strategies of Taiwan's Purple Crow Butterflies] [Master's thesis, 國立中興大學水土保持學系所 [National Chung Hsing University, Department of Soil and Water Conservation]]. https://hdl.handle.net/11296/cq4ugy 陳建志 [Chen, C.-C.] (1999). 臺灣昆蟲的生態教育 [Ecological Education of Taiwan's Insects]. 環境教育季刊 [Environmental Education Quarterly], 39, 54-61. 詹家龍 [Zhan, J.-L.] (2022, November 29). 即將消失的紫斑蝶 [The Disappearing Purple Crow Butterflies]. 三采文化 [Suncolor Culture]. https://www.suncolor.com.tw/Article.aspx?id=1275 江佳穎 [Chiang, C.-Y.] (2007, July 6). 2007台灣回顧：國內創舉 國道為紫斑蝶讓道 [2007 Taiwan Review: Domestic Innovation - Highway Yields to Purple Crow Butterflies]. 環境資訊中心 [Environmental Information Center]. https://e-info.org.tw/node/24478 Tamimy, M. F, Sharing-mu (2017) personal branding-mu, Jakarta: VisiMedia Pustaka. Read, A. (2016). Instagram Stories: The Complete Guide to Using Stories.Retrieved from https://blog.bufferapp.com/instagram-stories Facebook Help Center https://www.facebook.com/help/instagram/813938898787367 徐華國 [Hsu, H.-K.] (2018). 以 Instagram 限時動態探討社會本對幸福感的影響 [Exploring the Impact of Social Capital on Well-being through Instagram Stories] [Master's thesis, 國立政治大學 [National Chengchi University]]. https://hdl.handle.net/11296/26487a Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Ramank, R., Rauschnabel, P.A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 1-37. 愛立信 [Ericsson] (2022) 2030 年十大消費者趨勢 [Top 10 Consumer Trends for 2030]. Retrieved from https://www.ericsson.com/48f47a/assets/local/about-ericsson/company-facts/wordwide/taiwan/doc/consumer-lab/.pdf Shopline (2018).Instagram 限時動態全攻略一次大公開!如何用 IG 玩出創意新商機? [The Complete Guide to Instagram Stories! How to Use IG to Create New Business Opportunities?].Retrieved from https://blog.shopline.tw/ig-story-2018/ Pereira, P., Duarte, E., Rebelo, F., & Noriega, P. (2014). A review of gamification for health-related contexts. In International Conference of Design, User Experience, and Usability (pp. 742-753). Springer. Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work?--A literature review of empirical studies on gamification. (pp. 3026-3027) Proceedings of the 47th Hawaii International Conference on System Sciences. Zhao, J. (2021). How Augmented Reality redefines interaction design in mobile games (Master's thesis, ZJU) Hong, S., Jahng, M. R., Lee, N., & Wise, K. R. (2020). Do you filter who you are?: Excessive self-presentation, social cues, and user evaluations of Instagram selfies. Computers in Human Behavior, 104, 106159. Akçayır, M., & Akçayır, G. (2017). The impact of augmented reality on students' learning: A meta-analysis. Educational Research Review, 20, 1-18. https://doi.org/10.1016/j.edurev.2016.11.002 Ibáñez, M. B., & Delgado-Kloos, C. (2018). Augmented reality for STEM education: A comprehensive review. Computers & Education, 123, 109-123. https://doi.org/10.1016/j.compedu.2018.05.004 S. Yang, J.R. Carlson, and S. Chen, (2020) "How Augmented Reality Affects Advertising Effectiveness: The Mediating Role of Curiosity and Attention to Advertising," Journal of Retailing and Consumer Services, 1 roll. 54,. Sukmawati, I., et al. (2021). Instagram Story AR game filters: Influencing users' awareness and attitudes in the learning process. 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Fiction and embodiment in avatar-based singleplayer computer games (Doctoral dissertation). University of Bergen. Mead, G. H. (1934). Mind, self, and society: From the standpoint of a social behaviorist. University of Chicago Press. Niu, Y. (2021). Exploring the impact of augmented reality (AR) filters on self-presentation and user emotion in social media. New Media & Society, Advance online publication. https://doi.org/10.1177/14614448211031938 Peng, W., Lee, M., & Heeter, C. (2010). The effects of a serious game on role-taking and willingness to help. Journal of Communication, 60(4), 723-742. https://doi.org/10.1111/j.1460-2466.2010.01511.x Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2), 1-27. https://doi.org/10.1037/h0025848 描述 碩士
國立政治大學
全球傳播與創新科技碩士學位學程
111ZM1033資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111ZM1033 資料類型 thesis dc.contributor.advisor 林日璇 zh_TW dc.contributor.advisor Lin, Jih-Hsuan en_US dc.contributor.author (Authors) 江昀蒨 zh_TW dc.contributor.author (Authors) Chiang, Yun-Chien en_US dc.creator (作者) 江昀蒨 zh_TW dc.creator (作者) Chiang, Yun-Chien en_US dc.date (日期) 2025 en_US dc.date.accessioned 2-Jun-2025 14:39:16 (UTC+8) - dc.date.available 2-Jun-2025 14:39:16 (UTC+8) - dc.date.issued (上傳時間) 2-Jun-2025 14:39:16 (UTC+8) - dc.identifier (Other Identifiers) G0111ZM1033 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157216 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 全球傳播與創新科技碩士學位學程 zh_TW dc.description (描述) 111ZM1033 zh_TW dc.description.abstract (摘要) 近年來，社群媒體平台上的擴增實境（AR）濾鏡已成為吸引用戶參與與推廣社會議題的有趣工具。本研究以Instagram限時動態中的AR遊戲濾鏡為出發點，探討其作為環境動物教育媒介的可能性，聚焦於台灣特有的保育物種──紫斑蝶。透過結合互動式敘事與遊戲化設計，該濾鏡旨在提升大眾對生態議題的關注，並促進行為改變。研究透過質性訪談蒐集使用者的情感與認知反應，分析其互動體驗所帶來的影響。結果顯示，AR遊戲濾鏡有助於培養同理心，並強化使用者對環境動物保育議題的連結。 zh_TW dc.description.abstract (摘要) In recent years, augmented reality (AR) filters on social media platforms have emerged as powerful tools for users and promoting social causes. This study explores the use of Instagram Story AR game filters as an innovative medium for environmental and animal protection education, focusing on the endangered Purple Crow Butterfly in Taiwan. By adding interactive and playful game mechanics, the Instagram filter aims to raise public awareness of environmental and animal protection issues and encourage behavioral change. This study investigated the emotional and cognitive responses arising from the filter experience through qualitative interviews with users. The results showed that the AR game filters were effective in promoting empathy and strengthening users' connection to issues of wildlife conservation. en_US dc.description.tableofcontents TABLE OF CONTENTS ACKNOWLEDGMENT 2 ABSTRACT 4 INTRODUCTION 9 1.1 Research Motivation 9 1.2 Research Objectives 11 LITERATURE REVIEW 11 1.Taiwan Purple Crow Butterfly 11 1.1 Taiwan Purple Crow Butterfly Species and Current Status 11 1.2 Migration of Purple Crow Butterflies in Taiwan 13 1.3 Ecological Threats to the Purple Crow Butterfly 14 1.4 National Highway Butterfly Trail Project 14 1.5 Conclusion: Purple Crow Butterfly Needs Everyone's Attention 16 2. Instagram Story AR Filter Features 18 2.1 Instagram Story 18 2.2 Instagram Story AR Filter 19 2.3 Gamification in AR 20 2.4 AR Filters & Social Interaction: The Popular One-Two Punch 22 2.5. The Potential of AR Filters in Educational and Public 23 3. Exploring Instagram's Role in Nature Conservation Education 24 4. Features of AR and the persuasion of AR 26 4.1 Features of AR 26 4.2 Persuasion of AR 26 RESEARCH OBJECTIVES AND METHODOLOGY 34 1. Research Structure and Methodology 34 1.1 AR Game Filter Design and Development 35 1.2 User Experience and Data Collection 35 1.3 Data Analysis and Interpretation 36 2. Theoretical Framework 38 2.1 Persuasive Communication 38 2.2 Elaboration Likelihood Model (ELM) 39 2.3 Role-Taking and Immersive Experience 40 2.4 The Persuasive Power of AR Technology 40 2.4 Conclusion 41 3. Game Design 42 4. Data Collection 44 4.1 Participant Recruitment 45 4.2 Data Collection Methods 47 5. Expected Outcomes 51 5.1 Long-term Impact of AR Filters in Education and Advocacy 51 RESULTS AND ANALYSIS 52 1. Introduction 52 2. Experience and Interaction 55 3. Emotional Impact and Empathy 63 4. Educational Effectiveness and Conservation Awareness 67 5. Depth of AR Experience and Technical Discussion 72 DISCUSSION AND CONCLUSION 83 1. Discussion 83 1.1 From Role-Taking to Self-Endorsement 83 1.2 Persuasion through Entertainment-Based Interactive Media 84 1.3 Integrated Implications and Applied Potential 85 2. Conclusion 86 REFERENCE 87 APPENDIX A– INTERVIEW CONSENT FORM 100 APPENDIX B– INTERVIEW QUESTION 102 zh_TW dc.format.extent 1768571 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111ZM1033 en_US dc.subject (關鍵詞) 擴增實境 zh_TW dc.subject (關鍵詞) Instagram濾鏡 zh_TW dc.subject (關鍵詞) 環境教育 zh_TW dc.subject (關鍵詞) 紫斑蝶 zh_TW dc.subject (關鍵詞) 遊戲設計 zh_TW dc.subject (關鍵詞) Augmented Reality en_US dc.subject (關鍵詞) Instagram Filters en_US dc.subject (關鍵詞) Environmental Education en_US dc.subject (關鍵詞) Purple Crow Butterfly en_US dc.subject (關鍵詞) Game Design en_US dc.title (題名) Instagram AR遊戲濾鏡的動保議題效果研究：以紫斑蝶為例 zh_TW dc.title (題名) The Effectiveness of Instagram AR Game-based Filters for Animal Protection Issues: AR Game-based Filters Designed for Conservation Issue Of the Purple Crow Butterfly as an Example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) REFERENCE Taiwan Panorama. (2021). Saving Taiwan’s Crow Butterflies. Retrieved from https://www.taiwan-panorama.com/en/Articles/Details?CatId=10&Guid=1cc68b51-2bbe-4117-b131-f310c46d641f 詹家龍 [Zhan, J.-L.] (2008). 紫色寶藏 臺灣紫斑蝶的奇幻旅程 [The Purple Treasure: The Magical Journey of Taiwan's Purple Crow Butterflies]. 《台灣學通訊》[Taiwan Studies Newsletter], 第18期 [Issue 18], 08. https://wwwacc.ntl.edu.tw/public/Attachment/9102617121643.pdf 王淑卿 [Wang, S.-Q.] (2015). 臺灣最美的道路－紫斑蝶道 [The Most Beautiful Road in Taiwan - The Purple Crow Butterfly Path]. 自科學 Online 高瞻自然科學教學資源平台 [From Science Online High-Scope Natural Science Teaching Resource Platform]. https://highscope.ch.ntu.edu.tw/wordpress/?p=64480 楊柔 [Yang, R.] (2024, June 5). 紫斑蝶異地遷徙 守護自然飛行旅程 [Purple Crow Butterflies Migrate to Different Locations, Protecting Their Natural Flight Journey]. 小世界 [Little World]. http://shuj.shu.edu.tw/blog/2024/06/05/紫斑蝶異地遷徙-守護自然飛行旅程/ 許芷榕 [Hsu, C.-J.] (2022, February 9). 「紫蝶幽谷」每年50萬隻蝴蝶 創生態與觀光雙贏 全球暖化卻成隱憂 ["Purple Butterfly Valley" Hosts 500,000 Butterflies Annually, Creating Ecological and Tourism Win-Win, But Global Warming Becomes a Concern]. 環境資訊中心 [Environmental Information Center]. https://e-info.org.tw/node/229491 詹家龍, 楊平世, 林俊儀, & 郭祺財 [Zhan, J.-L., Yang, P.-S., Lin, J.-Y., & Guo, Q.-C.] (2006). 台灣產紫斑蝶屬之季節性移動 [Seasonal Migration of Euploea Butterflies in Taiwan]. 蝶 [Butterflies], 3, 7-11. https://www.airitilibrary.com/Article/Detail?DocID=P20180309002-202106-202111150004-202111150004-121-152 陳孟達 [Chen, M.-D.] (2016). 台灣紫斑蝶保育問題及策略之研究 [A Study on Conservation Issues and Strategies of Taiwan's Purple Crow Butterflies] [Master's thesis, 國立中興大學水土保持學系所 [National Chung Hsing University, Department of Soil and Water Conservation]]. https://hdl.handle.net/11296/cq4ugy 陳建志 [Chen, C.-C.] (1999). 臺灣昆蟲的生態教育 [Ecological Education of Taiwan's Insects]. 環境教育季刊 [Environmental Education Quarterly], 39, 54-61. 詹家龍 [Zhan, J.-L.] (2022, November 29). 即將消失的紫斑蝶 [The Disappearing Purple Crow Butterflies]. 三采文化 [Suncolor Culture]. https://www.suncolor.com.tw/Article.aspx?id=1275 江佳穎 [Chiang, C.-Y.] (2007, July 6). 2007台灣回顧：國內創舉 國道為紫斑蝶讓道 [2007 Taiwan Review: Domestic Innovation - Highway Yields to Purple Crow Butterflies]. 環境資訊中心 [Environmental Information Center]. https://e-info.org.tw/node/24478 Tamimy, M. 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