| dc.contributor | 資管系 | |
| dc.creator (作者) | 張欣綠 | |
| dc.date (日期) | 2021-09 | |
| dc.date.accessioned | 9-Jun-2026 13:15:04 (UTC+8) | - |
| dc.date.available | 9-Jun-2026 13:15:04 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-Jun-2026 13:15:04 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=182830 | - |
| dc.description.abstract (摘要) | 越來越多的博物館應用虛擬實境(Virtual Reality)增加觀展者的體驗，故宮博物院亦然。然而，在技術應用的過程之中，也產生不少疑問。其中，最根本的問題是，利用虛擬實境展示文物是否真的能有效加深使用者對故宮的品牌連結，還是只是一種技術熱潮？為了回答這個問題，本研究在第一年將與故宮博物院進行合作，針對博物院選定的文物，分別以虛擬實境、影片、以及3D網頁三種模式進行文物展示，並分析是否虛擬實境與其他兩種媒體相較，確實能有效提高使用者對故宮的品牌連結，進而增加觀展意願。具體而言，本研究將會根據消費心理學中的AA(attachment-aversion) 關係模型，探討不同的互動媒介對故宮博物院的三種品牌資產(enticing, enabling, and enriching)的連結，以了解虛擬實境是否能有效幫助故宮建立品牌，並會探討此連結效果是否會因使用者特性而有所不同。進一步，若虛擬實境的確有潛力為新興品牌傳播媒介，對故宮而言，如何設計以使之發揮最佳效果，優化使用者體驗，進而增進使用者對文物的興趣，即為刻不容緩的議題。因此，本研究在第二年，將會套用S-O-R（Stimulation-Organism-Response）模型，探討虛擬實境兩種設計因子所創造的刺激（技術相關因子及內容相關因子）對使用者體驗的影響。本研究將聚焦在兩種跟虛擬實境有關的使用者體驗：沈浸體驗 (Immersion)及專注體驗 (absorption)。此外，虛擬實境應用的有效性，是否又會因文物的不同而有所差異呢？這個問題攸關故宮在未來建製虛擬實境展覽時的文物選擇，因此，本研究也將不同文物進行模型比較，以探討其影響。 | |
| dc.description.abstract (摘要) | Information technology (IT) has 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 (NPM) and focuses on investigating whether virtual reality (VR) is an effective medium for brand development and how to make VR design effective. The first year of this project focuses on the comparison of three communication media-- video, 3D webpage and VR. NPM will choose a relic and demonstrate it via the three media. According to AA (attachment-aversion) relationship model, three brand assets are used to evaluate the effect of these media – enticing, enabling, and enriching. We propose that effective communication media for NPM are those that can successfully create brand assets and develop positive user response to the brand. Whether the effect will be moderated by user characteristics such as experience and personality will also be examined. After confirming the effectiveness of VR, the next question is how to design it to bring superior user experiences. Thus, the second year of the project aims at the VR design factors. We propose two types of VR design factors: technology-based factors and content-based factors. We draw upon the stimulus-organism-response (S-O-R) framework to theorize how different types of design factors stimulate users' experience of NPM's VR exhibition and how the experience of VR impacts the visitor's engagement with NPM. Two types of VR experience will be examined: immersion and absorption. We will also compare the VR effects across different kinds of relics (paining and calligraphy). The results of the findings can give NPM a guideline for VR design. | |
| dc.format.extent | 116 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 科技部, MOST108-2410-H004-203-MY2, 108.08-110.07 | |
| dc.subject (關鍵詞) | 虛擬實境; 博物館; 使用者體驗; 品牌 | |
| dc.subject (關鍵詞) | virtual reality; museum; user experience; brand | |
| dc.title (題名) | 應用虛擬實境於博物館展覽：設計、體驗、品牌連結 | |
| dc.title (題名) | Applying Virtual Reality in Museum Exhibition: Design Factors, User Experience, and Brand Attachment | |
| dc.type (資料類型) | report | |
