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題名 隨境遊戲的理論與創作：以推廣流浪動物TNR為題
The Theory and Implementation of Pervasive Games: Promoting Stray Animals TNR as an Example作者 戴國祐
Tai, Kuo Yu貢獻者 吳岳剛
戴國祐
Tai, Kuo Yu關鍵詞 隨境遊戲
刺激閾
捕捉-絕育-釋放
遊戲化
數位遊戲
pervasive games
liminal interface
TNR
gamification
digital games日期 2015 上傳時間 27-Jul-2015 11:15:43 (UTC+8) 摘要 在數位時代來臨的今日，利用數位媒體或科技將虛擬的遊戲世界與現實的世界連結整合的隨境遊戲，乃是未來趨勢上相當重要的一種行銷手段。然而目前學界上卻沒有確切關於隨境遊戲的一套設計方法。有鑒於此，本研究先蒐集相關的理論與研究，進而發展出隨境遊戲模型與刺激閾模型。利用這兩個模型設計一個以推廣流浪動物TNR為議題的隨境遊戲—Trap paw。在Trap paw中，玩家可以透過各種不同的方式與情境在現實世界裡面尋找線索來進行遊戲。之後，研究者採用半結構式的深度訪談法，訪談了六位不同身份背景的玩家，以探詢他們對於遊戲的回饋與建議。綜合此訪談結果與創作經驗，除了修正Trap paw的遊戲內容外，也提出了關於使用上述兩個模型進行創作的幾點建議。在實作之後，發現這兩個模型宛若隨境遊戲的基石般穩固、實用性也很高，沒有需要特別修改之處。只不過若要應用在行銷活動式隨境遊戲設計上的話，針對隨境遊戲模型的使用可提供三點建議：（1）考慮先從明顯易見的空間擴增發想遊戲架構。（2）嘗試創造可見的魔法圈界。（3）舉辦效果良好的慶典式遊戲活動。至於使用刺激閾模型的部分，則建議：將「權變因子」這個因素作為主動促使個體逆轉成容易接受遊戲的行為導向狀態；將「厭膩」與「挫折」這兩個因素作為尋找個體已經是處於行為導向狀態的情境。透過這兩種面向的思考，以求在正確的時間與場合讓個體接觸到遊戲，使其容易接受遊戲而成為真正的玩家。
In this digital marketing generation, the pervasive games which connected the game world with the reality by ubiquitous computing or digital medias get more and more attentions as a method for marketing. However, there are still not specific design theories or methods of the pervasive games. For that I developed two models that can be used to design the pervasive game: pervasive game model and liminal model by the collections of concerned theories and studies. By the pervasive game model and the liminal model, I created a pervasive game which is about promoting TNR-—Trap paw. In the Trap paw, players can find clues in a wide range of ways and in the different scenario out of their imagines. Qualitative interview is adopted as a research method and I interviewed six people to look for the feedbacks and suggestions about the game. Combined with the outcomes of interviews and my personal experience, I modified parts of the game. In the end, I give some suggestions about creating a pervasive game by using these two models.After completing the game, I find out that the two models are not only stable as the foundation stones of the pervasive games, but they can be applied widely. No further modifications are needed. However, when applying the pervasive game model to the field of promoting campaign, there are three suggestions: (1) begin with the space expansion (2) try to make some visible or tangible magic circles (3) through some gaming ceremonies. As for using liminal model to developing a game, I suggest that “contingent events” can be used to be an active factor to reverse individuals from telic state into paratelic state and concerning “frustration” and “satiation” to be factors to define whether an individual is in the paratelic states. Through these kinds of thinking, game might contact to the target audience in the right time and space. In this way, it’s easier for them to embrace the game and become real players.參考文獻 英文部分Apter, M. J. (1988). Reversal theory as a theory of the emotions. Advances in Psychology, 51, 43-62. Benford, S., Magerkurth, C., & Ljungstrand, P. (2005). Bridging the physical and digital in pervasive gaming. Communications of the ACM, 48(3), 54-57.Bjork, S., & Holopainen, J. (2005). Games and design patterns. The Game Design Reader, 410-437. Bo Kampmann Walther (2003). Playing and Gaming Reflections and Classifications. Retrieved September 16, 2014, from: http://www.gamestudies.org/0301/walther/ Caillois, R. (2001). Man, play, and games. University of Illinois Press. Cox, T., & Kerr, J. H. (1989). Arousal effects during tournament play in squash. Perceptual and Motor Skills, 69(3f), 1275-1280. Davies, H. (2007, December). Place as media in pervasive games. In Proceedings of the 4th Australasian conference on Interactive entertainment (pp. 7). RMIT University. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: defining gamification. In Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (pp. 9-15). ACM. Gee, J. P. (2003). What video games have to teach us about learning and literacy. Computers in Entertainment (CIE), 1(1), 20-20.Huizinga, J. (1967). Homo ludens: A study of the play-element in culture. Boston, MA: Beacon Press. Janitzek, D. B. (2012). Gamification: The What and Why Not (Doctoral dissertation, Master’s Thesis. Copenhagen, Denmark: Copenhagen Business School, Department of Innovation and Organizational Economics).Jonsson, S., Montola, M., Waern, A., & Ericsson, M. (2006, June). Prosopopeia: experiences from a pervasive Larp. In Proceedings of the 2006 ACM SIGCHI international conference on Advances in computer entertainment technology (pp. 23). ACM. Koljonen, J. (2007). Juul, J. (2003, November). The game, the player, the world: looking for a heart of gameness. In DIGRA Conf..Koljonen, J. (2007). Eye-Witness to the Illusion. An Essay on the Impossibility of 360 Role-Playing. Lifelike, Knudepunkt, 175-187.Martin, R. A. (1998). Approaches to the sense of humor: A historical review. In Ruch W. (Ed.), The sense of humor: Exploration of a personality characteristic (pp.15-62). New York, NJ.: Mount de Gruyter.Mcgonigal, J. E. (2006). This might be a game: ubiquitous play and performance at the turn of the twenty-first century (Doctoral dissertation, University of California, Berkeley).Montola, M. (2005, December). Exploring the edge of the magic circle: Defining pervasive games. In Proceedings of DAC (pp. 103).Montola, M., Stenros, J., & Waern, A. (2009). Pervasive games: theory and design. Morgan Kaufmann Publishers Inc..Nieuwdorp, E. (2005). The pervasive interface; Tracing the magic circle.Nieuwdorp, E. (2007). The pervasive discourse: an analysis. Computers in Entertainment (CIE), 5(2), 13.Okazaki, S., & Yagüe, M. J. (2012). Responses to an advergaming campaign on a mobile social net-working site: An initial research report. Computers in Human Behavior, 28(1), 78-86.Penelope Yau(2012). Coca-Cola: Chok! Chok! Chok!. Retrieved September 6, 2014, from: warc database. Routledge. Apter, M. J. (1991). A structural-phenomenology of play. In J.H. Kerr & M.J. Apter (Eds.), Adult play: A reversal theory approach. Amsterdam: Swets & Zeitlinger.Salen, K., & Zimmerman, E. (2004). Rules of play: Game design fundamentals. MIT press. Schechner, R. (2013). Performance studies: An introduction. Routledge. Slater, M.R., & Shain, S. (2005). Feral cats: An overview. In D.J. Salem & A.N. Rowan (Eds.), The state of the animals III: 2005 (pp. 43-53). Washington, DC: Humane Society Press.Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112. Walther, B. K. (2005). Atomic actions--molecular experience: theory of pervasive gaming. Computers in Entertainment (CIE), 3(3), 4-4.Why so serious? 360 Alternate Reality Experience (2008) . Retrieved September 27, 2014, from: http://www.alternaterealitybranding.com/whysoserious_viral09/Wikipedia(2014). Pervasive Games. Retrieved October 13, 2014, from: http://en.wikipedia.org/wiki/Pervasive_gameWinkler, T., & Buckner, K. (2006). Receptiveness of gamers to embedded brand messages in advergames: Attitudes towards product placement. Journal of Interactive Advertising, 7(1), 37-46.Wise, K., Bolls, P. D., Kim, H., Venkataraman, A., & Meyer, R. (2008). Enjoyment of advergames and brand attitudes: The impact of thematic relevance. Journal of Interactive Advertising, 9(1), 27–36.Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps (1sted.). Sebastopol, CA: O`Reilly Media.中文部分吳岱芸（2014）。〈從遊戲到遊戲化：行銷溝通遊戲化理論初探〉。《中華傳播學會2014年年會論文》。上網日期： 2014年 10 月 17日。網址：http://ccs.nccu.edu.tw/word/HISTORY_PAPER_FILES/18148122014.pdf林水見（2009）。《高中職學生幽默風格、嘲笑風格與五大人格特質之相關研究》。台北：國立臺灣師範大學教育心理與輔導學系碩士在職專班學位論文。胡昭民、吳燦銘（2012）。《遊戲設計概論》。博碩文化。黃光玉、劉念夏、陳清文（譯）（2004）。《媒介與傳播研究方法：質化與量化研究途徑》。風雲論壇。袁方（編）（2002）。《社會研究方法》。五南。陳正和（2011）。《社群隨境遊戲運用於觀光景點-以淡水為例》。台北：國立政治大學數位內容碩士學位學程論文。陳芷苓（2009）。《台灣動物收容所動物族群數數之研究》。台北：國立臺灣大學獸醫學研究所碩士論文。陳建志（2011）。〈TNR 人道處理流浪犬貓問題之評估——以台北市已進行 TNR 之野生動物保護區、大學校園與都會區域為例〉。上網日期： 2014年 9 月 6 日。網址：http://www.vm.ntu.edu.tw/Yungling/id_5/id/2011-2-4_tnr.pdf彭文立, & 季力康（2004）。〈以反轉理論探討優秀跳傘參與者刺激冒險尋求動機、覺醒、焦慮、情緒與跳傘表現之相關研究〉。《大專體育學刊》。第6期，頁121-136。葉力森（2000）。〈動物收容所管理作業手冊〉。行政院農業委員會動植物防疫檢疫局研究成果報告（報告編號：89公務-1.4-動防-01（02））。台北市：行政院農業委員會動植物防疫檢疫局。〈十二夜引發效應 動團訴求落實零安樂死〉。台灣環境資訊中心。上網日期： 2014年 9 月 22 日。網址：http://e-info.org.tw/node/96577〈近期各月人口資料(近12個月)〉。內政部戶政司全球資訊網。上網日期：2014年 10月 25日。網址：http://www.ris.gov.tw/zh_TW/346〈捕捉、絕育、釋放〉。維基百科。上網日期： 2014年 7 月 1 日。網址：http://zh.wikipedia.org/wiki/%E6%8D%95%E6%8D%89%E3%80%81%E7%B5%95%E8%82%B2%E3%80%81%E9%87%8B%E6%94%BE〈創意廣告行銷-盡在坎城國際創意節！〉。數位行銷論壇。上網日期： 2014年 10月 21日。網址：http://emf.migosoft.com/case/case120.html〈普適計算〉。維基百科。上網日期：2014年 10 月 13 日。網址：http://zh.wikipedia.org/wiki/%E6%99%AE%E9%80%82%E8%AE%A1%E7%AE%97〈臺灣大學流浪動物管理模式〉。國立台灣大學網站。上網日期： 2014年 9 月 10 日。網址：http://general.ga.ntu.edu.tw/gridfs/assets/asset/data/5277134b7410ba466600001e/%E5%8F%B0%E7%81%A3%E5%A4%A7%E5%AD%B8%E6%A0%A1%E5%9C%92%E6%B5%81%E6%B5%AA%E5%8B%95%E7%89%A9%E7%AE%A1%E7%90%86%E6%A8%A1%E5%BC%8F.docx《十二夜》電影官方網站，取自網站: http://www.twelvenights.com.tw/。上網日期：2014 年 9 月 22 日。 描述 碩士
國立政治大學
廣告研究所
101452001資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101452001 資料類型 thesis dc.contributor.advisor 吳岳剛 zh_TW dc.contributor.author (Authors) 戴國祐 zh_TW dc.contributor.author (Authors) Tai, Kuo Yu en_US dc.creator (作者) 戴國祐 zh_TW dc.creator (作者) Tai, Kuo Yu en_US dc.date (日期) 2015 en_US dc.date.accessioned 27-Jul-2015 11:15:43 (UTC+8) - dc.date.available 27-Jul-2015 11:15:43 (UTC+8) - dc.date.issued (上傳時間) 27-Jul-2015 11:15:43 (UTC+8) - dc.identifier (Other Identifiers) G0101452001 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76824 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告研究所 zh_TW dc.description (描述) 101452001 zh_TW dc.description.abstract (摘要) 在數位時代來臨的今日，利用數位媒體或科技將虛擬的遊戲世界與現實的世界連結整合的隨境遊戲，乃是未來趨勢上相當重要的一種行銷手段。然而目前學界上卻沒有確切關於隨境遊戲的一套設計方法。有鑒於此，本研究先蒐集相關的理論與研究，進而發展出隨境遊戲模型與刺激閾模型。利用這兩個模型設計一個以推廣流浪動物TNR為議題的隨境遊戲—Trap paw。在Trap paw中，玩家可以透過各種不同的方式與情境在現實世界裡面尋找線索來進行遊戲。之後，研究者採用半結構式的深度訪談法，訪談了六位不同身份背景的玩家，以探詢他們對於遊戲的回饋與建議。綜合此訪談結果與創作經驗，除了修正Trap paw的遊戲內容外，也提出了關於使用上述兩個模型進行創作的幾點建議。在實作之後，發現這兩個模型宛若隨境遊戲的基石般穩固、實用性也很高，沒有需要特別修改之處。只不過若要應用在行銷活動式隨境遊戲設計上的話，針對隨境遊戲模型的使用可提供三點建議：（1）考慮先從明顯易見的空間擴增發想遊戲架構。（2）嘗試創造可見的魔法圈界。（3）舉辦效果良好的慶典式遊戲活動。至於使用刺激閾模型的部分，則建議：將「權變因子」這個因素作為主動促使個體逆轉成容易接受遊戲的行為導向狀態；將「厭膩」與「挫折」這兩個因素作為尋找個體已經是處於行為導向狀態的情境。透過這兩種面向的思考，以求在正確的時間與場合讓個體接觸到遊戲，使其容易接受遊戲而成為真正的玩家。 zh_TW dc.description.abstract (摘要) In this digital marketing generation, the pervasive games which connected the game world with the reality by ubiquitous computing or digital medias get more and more attentions as a method for marketing. However, there are still not specific design theories or methods of the pervasive games. For that I developed two models that can be used to design the pervasive game: pervasive game model and liminal model by the collections of concerned theories and studies. By the pervasive game model and the liminal model, I created a pervasive game which is about promoting TNR-—Trap paw. In the Trap paw, players can find clues in a wide range of ways and in the different scenario out of their imagines. Qualitative interview is adopted as a research method and I interviewed six people to look for the feedbacks and suggestions about the game. Combined with the outcomes of interviews and my personal experience, I modified parts of the game. In the end, I give some suggestions about creating a pervasive game by using these two models.After completing the game, I find out that the two models are not only stable as the foundation stones of the pervasive games, but they can be applied widely. No further modifications are needed. However, when applying the pervasive game model to the field of promoting campaign, there are three suggestions: (1) begin with the space expansion (2) try to make some visible or tangible magic circles (3) through some gaming ceremonies. As for using liminal model to developing a game, I suggest that “contingent events” can be used to be an active factor to reverse individuals from telic state into paratelic state and concerning “frustration” and “satiation” to be factors to define whether an individual is in the paratelic states. Through these kinds of thinking, game might contact to the target audience in the right time and space. In this way, it’s easier for them to embrace the game and become real players. en_US dc.description.tableofcontents 第一章、 緒論 1第一節、 創作背景與目的 1第二節、 創作流程 4第二章、 文獻回顧 7第一節、 隨境遊戲 72-1-1隨境遊戲的定義 72-1-2空間上的擴增 102-1-2空間擴增案例分析：「MINI Getaway Stochholm」 112-1-3時間上的擴增 122-1-3時間擴增案例分析：「Killer: The Game of Assassination」 152-1-4社交上的擴增 162-1-4社交擴增案例分析：「Prosopopeia」 172-1-5小結 19第二節、 心理逆轉理論與刺激閾分界 202-2-1心理逆轉理論 202-2-2刺激閾 252-2-3小結 27第三節、TNR在台灣 272-3-1何謂TNR 282-3-2 台灣處置流浪貓犬 302-3-3 TNR在台灣的現況 312-3-4小結 35第三章、 創作計畫 36第一節、 創作理念 36第二節、 創作實踐方法與內容 403-2-1創作前期─創作思維的釐清 403-2-2創作中期─創作的實踐 413-2-3創作後期─創作作品的評估 43第四章、 遊戲內容與設計 45第一節、 遊戲內容 454-1-1遊戲概述 454-1-2遊戲故事 464-1-3遊戲機制 47第二節、 由隨境遊戲與刺激閾模型設計遊戲 524-2-1隨境遊戲模型與遊戲機制 524-2-2刺激閾模型與線索設計 554-2-3小結 59第三節、 遊戲視覺與擬實 604-3-1 Trap paw的基本視覺圖示 614-3-2特殊線索的相關視覺 66第五章、 創作評估 75第一節、 創作關係人與遊戲評估方法 75第二節、 創作關係人的回饋 785-2-1對於利用隨境遊戲模型設計的Trap paw遊戲回饋 785-2-2對於利用刺激閾模型設計的線索回饋 815-2-3對於行銷活動的隨境式遊戲的回饋 83第三節、 反思與修正 845-3-1 修改Trap paw遊戲 845-3-2隨境遊戲模型與刺激閾模型的修正與建議 87第六章、 結論 90第一節、 結論與貢獻 90第二節、 創作限制與未來建議 92參考文獻 95 zh_TW dc.format.extent 200372117 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101452001 en_US dc.subject (關鍵詞) 隨境遊戲 zh_TW dc.subject (關鍵詞) 刺激閾 zh_TW dc.subject (關鍵詞) 捕捉-絕育-釋放 zh_TW dc.subject (關鍵詞) 遊戲化 zh_TW dc.subject (關鍵詞) 數位遊戲 zh_TW dc.subject (關鍵詞) pervasive games en_US dc.subject (關鍵詞) liminal interface en_US dc.subject (關鍵詞) TNR en_US dc.subject (關鍵詞) gamification en_US dc.subject (關鍵詞) digital games en_US dc.title (題名) 隨境遊戲的理論與創作：以推廣流浪動物TNR為題 zh_TW dc.title (題名) The Theory and Implementation of Pervasive Games: Promoting Stray Animals TNR as an Example en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 英文部分Apter, M. J. (1988). Reversal theory as a theory of the emotions. Advances in Psychology, 51, 43-62. Benford, S., Magerkurth, C., & Ljungstrand, P. (2005). Bridging the physical and digital in pervasive gaming. Communications of the ACM, 48(3), 54-57.Bjork, S., & Holopainen, J. (2005). Games and design patterns. The Game Design Reader, 410-437. Bo Kampmann Walther (2003). Playing and Gaming Reflections and Classifications. Retrieved September 16, 2014, from: http://www.gamestudies.org/0301/walther/ Caillois, R. (2001). Man, play, and games. University of Illinois Press. Cox, T., & Kerr, J. H. (1989). Arousal effects during tournament play in squash. Perceptual and Motor Skills, 69(3f), 1275-1280. Davies, H. (2007, December). Place as media in pervasive games. In Proceedings of the 4th Australasian conference on Interactive entertainment (pp. 7). RMIT University. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: defining gamification. In Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (pp. 9-15). ACM. Gee, J. P. (2003). What video games have to teach us about learning and literacy. Computers in Entertainment (CIE), 1(1), 20-20.Huizinga, J. (1967). Homo ludens: A study of the play-element in culture. Boston, MA: Beacon Press. Janitzek, D. B. (2012). Gamification: The What and Why Not (Doctoral dissertation, Master’s Thesis. Copenhagen, Denmark: Copenhagen Business School, Department of Innovation and Organizational Economics).Jonsson, S., Montola, M., Waern, A., & Ericsson, M. (2006, June). Prosopopeia: experiences from a pervasive Larp. In Proceedings of the 2006 ACM SIGCHI international conference on Advances in computer entertainment technology (pp. 23). ACM. Koljonen, J. (2007). Juul, J. (2003, November). The game, the player, the world: looking for a heart of gameness. In DIGRA Conf..Koljonen, J. (2007). Eye-Witness to the Illusion. 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