CHAPTER 4: RESEARCH METHOD
4.2 Sample Selection and Experimental Procedure
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Figure 4-3. The high resolution picture of Jade Cabbage
In the VR setting, by using the VR equipment (Figure 4-4), user can visit a virtual exhibition room with 360° vision. Participants can walk around and look around the collections in the room. For the Jade Cabbage, users can observe it in different angles; they can also pick it up in front their eyes to see the detail more clearly (Figure 4-5, 4-6). In addition, users have a controller on hand which represents a flash light in the virtual room, with it, participants can illuminate the Jade Cabbage for further observing.
4.2 Sample Selection and Experimental Procedure
Total 318 Students in National Cheng-Chi University volunteered to participate in the experiment. Among them, 52 percent were female, Table 4-1 shows percentage of this research participants’ experience. The subjects were randomly assigned to use one of the three communication medium, 107 subjects used VR, 107 subjects browsed website and 104 subjects watched video; all of them were told to try all the functions of the medium they were assigned to, instructions of different communication medium were showed in Appendix A. Upon inspecting all the functions, they were asked to answer a questionnaire that captures variables in this
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study. The measurement items are adapted from prior studies (Table 4-2, 4-3, 4-4), the original questionnaires were attached in Appendix B.
Figure 4-4. The screenshot of using VR
Figure 4-5. The screenshot of Jade Cabbage in VR
Figure 4-6. The screenshot of Jade Cabbage in VR
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Table 4-1. Percentage of participants’ experience
Experience of visiting Jade Cabbage. Experience of visiting National Palace Museum.
Table 4-2. Measurement items For VR (Using a 7-Point Likert scale)
Attention The extent to which activities and events attract and hold the observer’s attention. (Witmer & Singer, 1998)
[adapted
ATT1 I focused on interacting with Jade Cabbage.
我很專注在玩賞翠玉白菜
ATT2 I lost track of time during the virtual environment experience.
我很融入在玩賞翠玉白菜，甚至會忘記時間 ATT3
I blocked out things around me when I was interacting with the Jade Cabbage.
我很融入在 VR 環境中玩賞翠玉白菜，沒注意到身邊發生的事情 ATT4 I didn’t want to be bothered when interacting with Jade Cabbage.
在玩賞翠玉白菜時，我不享受其他人的打擾
ATT5 Interacting with the Jade Cabbage in VR makes me curious.
玩賞該文物時,會激起我對該文物的好奇心
Engagement The extent to which people immerse in the experience and enjoy it.
(Webster & Ho, 1997) [adapted
The virtual environment experience didn't work out the way I had planned.
我覺得翠玉白菜的故宮 VR 體驗過程不如預期
ENG2 The VR experience makes me like Jada Cabbage more.
我覺得故宮 VR 體驗讓我更喜愛翠玉白菜
ENG3 I think the Jade Cabbage in VR makes people pleasing.
我覺得該文物的故宮 VR 畫面讓人賞心悅目
ENG4 I think VR is a good way to present Jade Cabbage.
在體驗完後,我覺得 VR 是展示翠玉白菜的好方式
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Personality A set of individual differences that are affected by the development of an individual.
PER1 I think I'm outgoing and enthusiastic 我認為自己是外向、熱情的
PER2 I think I'm open to new experiences, complex
我認為自己是願意接受新事物、喜愛挑戰複雜事務的 Related
Experience The past experience that related to NPM [adapted
from Slater
& Steed, 2000]
EXP1 Numbers of experience of visiting Jade Cabbage.
看過幾次跟翠玉白菜有關的展覽
EXP2 Numbers of experience of visiting National Palace Museum.
有過幾次參觀故宮的經驗 Visitation
Behavior
Future visitation behavior beyond the immediate museum experience.
(Kang & Gretzel, 2012)
[adapted from Kang
& Gretzel, 2012]
VB1
I would recommend interacting with the Jade Cabbage by VR to my friends and family.
我願意推薦親朋好友體驗該文物的故宮 VR VB2
After experiencing VR, I would like to go to NPM to see the exhibition associated with Jade Cabbage
在體驗完後,我會更想去故宮看與翠玉白菜相關的展覽 VB3
After experiencing VR, I would like to pay attention to the exhibition that related to the Jade Cabbage.
在體驗完後,我會想要主動去關注與翠玉白菜相關的展覽 VB4 After experiencing VR, I enjoyed this experience.
在體驗完後,我覺得我很享受翠玉白菜的體驗過程
VB5
After experiencing VR, I would like to continue enjoying the Jade Cabbage.
在體驗完後,我覺得意猶未盡還想繼續玩賞翠玉白菜 VB6
After experiencing VR, I have a better understanding of Jade Cabbage.
在體驗完後,我覺得有對翠玉白菜更加了解 VB7
After experiencing VR, I would like to search the information that related to Jade Cabbage.
在體驗完後,我會想要進一步搜尋與翠玉白菜相關的資訊
Table 4-3. Measurement items For Website (Using a 7-Point Likert scale) Attention The extent to which activities and events attract and hold the observer’s
attention. (Witmer & Singer, 1998) [adapted
from Slater
ATT1 I focused on browsing the website of Jade Cabbage.
我很專注在瀏覽翠玉白菜的介紹網站
ATT2 I lost track of time during browsing the website of Jade Cabbage.
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I blocked out things around me when I was browsing the website of Jada Cabbage.
在瀏覽翠玉白菜介紹時因太專心而沒有注意到周遭的事 ATT4
I didn’t want to be bothered when browsing the website of Jada Cabbage.
在瀏覽翠玉白菜介紹網站時，我不想受他人的打擾 ATT5 Browsing the website of Jade Cabbage makes me curious.
瀏覽翠玉白菜介紹網站時，會激起我對翠玉白菜的好奇心 Engagement The extent to which people immerse in the experience and enjoy it.
(Webster & Ho, 1997) [adapted
ENG1 The website of Jade Cabbage didn't work out the way I had planned.
我覺得翠玉白菜介紹網站不如預期
ENG2 The website of Jade Cabbage makes me like Jada Cabbage more.
我覺得此介紹網站讓我更喜愛翠玉白菜
ENG3 I think the website of Jade Cabbage makes people pleasing.
我覺得此介紹網站的畫面讓人賞心悅目
ENG4
I think the website of Jade Cabbage is a good way to present Jade Cabbage.
我覺得網站為展示該文物的好方式
Personality A set of individual differences that are affected by the development of an individual.
PER1 I think I'm outgoing and enthusiastic.
我認為自己是外向、熱情的
PWR2 I think I'm open to new experiences, complex.
我認為自己是願意接受新事物、喜愛挑戰複雜事務的 Related
Experience
The past experience that related to NPM [adapted
from Slater
& Steed, 2000]
EXP1 Numbers of experience of visiting Jade Cabbage.
看過幾次跟翠玉白菜有關的展覽
EXP2 Numbers of experience of visiting National Palace Museum.
有過幾次參觀故宮的經驗 Visitation
Behavior
Future visitation behavior beyond the immediate museum experience.
(Kang & Gretzel, 2012) [adapted
from Kang
& Gretzel, 2012]
VB1
I would recommend the website of Jade Cabbage to my friends and family.
我願意推薦親朋好友透過此網站認識翠玉白菜 VB2
After browsing the website, I would like to go to NPM to see the exhibition associated with Jade Cabbage
瀏覽完網站，我會更想去故宮看翠玉白菜的相關展覽
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After browsing the website, I would like to pay attention to the exhibition that related to the Jade Cabbage.
瀏覽完網站，我會想要主動去關注翠玉白菜的相關展覽 VB4 After browsing the website, I enjoyed this experience
瀏覽完網站，我覺得我很享受瀏覽過程
VB5
After browsing the website, I would like to continue enjoying the website that related to Jade Cabbage.
瀏覽完網站，我覺得意猶未盡還想繼續瀏覽相關介紹網站 VB6
After browsing the website, I have a better understanding of Jade Cabbage.
瀏覽完網站，我覺得對翠玉白菜更加的了解 VB7
After browsing the website, I would like to search the information that related to Jade Cabbage.
瀏覽完網站，我會想要進一步搜尋與翠玉白菜相關的資訊
Table 4-4. Measurement items For Video (Using a 7-Point Likert scale) Attention The extent to which activities and events attract and hold the observer’s
attention. (Witmer & Singer, 1998) [adapted
ATT1 I focused on watching the video of Jade Cabbage.
我很專注在觀看翠玉白菜的影片
ATT2 I lost track of time during watching the video of Jade Cabbage.
在觀看翠玉白菜的影片過程中我忘記時間過了多久 ATT3
I blocked out things around me when I was watching the video of Jada Cabbage.
在觀看翠玉白菜影片時因太專心而沒有注意到周遭的事物 ATT4
I didn’t want to be bothered when watching the video of Jada Cabbage.
在觀看翠玉白菜影片時，我不想受他人的打擾 ATT5 Watching the video of Jade Cabbage makes me curious.
觀看影片時，會激起我對翠玉白菜的好奇心
Engagement The extent to which people immerse in the experience and enjoy it.
(Webster & Ho, 1997) [adapted
ENG1 The video of Jade Cabbage didn't work out the way I had planned.
我覺得翠玉白菜的介紹影片不如預期
ENG2 The video of Jade Cabbage makes me like Jada Cabbage more.
我覺得此影片讓我更喜愛翠玉白菜
ENG3 I think the video of Jade Cabbage makes people pleasing.
我覺得此影片的畫面讓人賞心悅目
ENG4
I think the video of Jade Cabbage is a good way to present Jade Cabbage.
我覺得影片為展示該文物的好方式
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Personality A set of individual differences that are affected by the development of an individual.
PER1 I think I'm outgoing and enthusiastic.
我認為自己是外向、熱情的
PER2 I think I'm open to new experiences, complex.
我認為自己是願意接受新事物、喜愛挑戰複雜事務的 Related
Experience The past experience that related to NPM [adapted
from Slater
& Steed, 2000]
EXP1 Numbers of experience of visiting Jade Cabbage.
看過幾次跟翠玉白菜有關的展覽
EXP2 Numbers of experience of visiting National Palace Museum.
有過幾次參觀故宮的經驗 Visitation
Behavior
Future visitation behavior beyond the immediate museum experience.
(Kang & Gretzel, 2012)
[adapted from Kang
& Gretzel, 2012]
VB1
I would recommend the video of Jade Cabbage to my friends and family.
我願意推薦親朋好友透過此影片認識翠玉白菜 VB2
After watching the video, I would like to go to NPM to see the exhibition associated with Jade Cabbage
觀看完影片，我會更想去故宮看翠玉白菜的相關展覽 VB3
After watching the video, I would like to pay attention to the exhibition that related to the Jade Cabbage.
觀看完影片，我會想要主動去關注翠玉白菜的相關展覽 VB4 After watching the video, I enjoyed this experience.
觀看完影片，我覺得我很享受觀看過程
VB5
After watching the video, I would like to continue enjoying the video that related to Jade Cabbage.
觀看完影片，我覺得意猶未盡還想繼續觀看相關介紹影片 VB6
After watching the video, I have a better understanding of Jade Cabbage.
觀看完影片，我覺得對翠玉白菜更加的了解 VB7
After watching the video, I would like to search the information that related to Jade Cabbage.
觀看完影片，我會想要進一步搜尋與翠玉白菜相關的資訊
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CHAPTER 5: DATA ANALYSIS AND RESULT
5.1 Measurement Model Analysis
This study compared the effects of three different communication medium. We used a Partial Least Squares (PLS) approach for the data analysis, because it demands minimal of sample size and its residual distributions, and also for its ability to model formative and reflective constructs (Chin, 1998). Exploratory factor analysis was performed on attention, engagement, personality and related experience. We examine item reliability through assessment of the factor loading of each items; a loading of 0.707 and above was considered to be desirable, and a loading of 0.5 and below was dropped. (Hulland, 1999). The results were show in Table 5-1, most of the items were larger than 0.729, except ATT1, ATT5 and ENG1, but all of them still larger than 0.5, met lowest standard. In order to preserve content validity, we chose not to drop these items (Bollen & Leenox 1991).
With regard to convergent and discriminant validity, Fornell & Larcker (1971) has suggested that convergent validity can be examined by using Cronbach’s alpha, the composite reliability and the average variance extracted (AVE). The Cronbach’s alphas and composite reliability of the measure of most the constructs are above 0.7, which meets Nunnally’s (1978) guidelines and indicating adequate reliability of the measurement scales. The AVE for the constructs is also more than 0.5, which indicated high internal consistency. Another way to assess discriminant and convergent validity of the research is by examining the factor loadings of each item (Wasko & Faraj, 2005). Each item’s correlations with its own construct were demonstrates in Table 5-2, showing that measurement loaded heavily on their intended factor and lightly on the other factors. Table 5-3 also confirms that the
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with other latent constructs. All of the evidence suggests that the constructs shows good measurement properties.Table 5-1 Item Reliability Analysis
Factor Items Loadings Composite Reliability
Personality PER1 0.8240.802 0.541 0.674
PER2 0.771
Table 5-2 Factor Structure Matrix of Loadings and Cross-Loadings
Scale
Items Attention(ATT) Engagement(ENG) Relative
Experience(EXP) Personality
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Table 5-3 Correlations of Constructs (square roots of AVE showed in diagonal row)
Scale Items Attention (ATT)
5.2 Structure Model Analysis
The research empirically tested constructs throughout the survey. A bootstrapping approach is used with 318 samples created for testing the statistical significance of construct path coefficient and confidence intervals by means of t-test.
The results of the Smart PLS analysis on the full dataset are shown in Figure 5-1.
Four of the path coefficients are found to be positive and significant. The results indicated that the effect of different telepresence on attention was positive and significant (T = 7.357; p < 0.001) but the effect on engagement is not significant (T
= 0.678). In addition, attention had positive and significant effect on engagement (T
= 11.317; p < 0.001), supporting H5. In term of two moderators, both of their interaction effect between telepresence and engagement were not significant (Personality: T = 1.157; Relative experience: T = 0.378). H3 and H4 were not supported. Regarding to visitation behavior, the results showed that both attention (T = 9.413; p < 0.001) and engagement (T = 9.475; p < 0.001) were significant predicators of visitation behavior. Therefore, H6 and H7 were fully supported.
After checking hypothesis, we check the model validity. The model validity is assessed by R square value (Chwelos & Dexter, 2001). Results of the R square indicated that almost 65.8% of the variance in the visitation behavior was accounted
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for by attention and engagement. Also the R square of engagement has 33.1% that accounted by attention. The results of R square show a very satisfactory level of explanation. But the R square of attention only has 11.9% of the variance in this construct was accounted for by telepresence.
Figure 5-1 Results of PLS analysis
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CHAPTER 6: DISCUSSION OF RESULTS
Consistent with our predictions, by creating an engaging experience and let user pay more attention on the communication medium can let them have a positive experience, further impact their visitation behavior (Jiang & Benbasat, 2007; Suh &
Lee, 2005). The results of the analysis showed that both attention and engagement on the communication medium positively and significantly affect users’ visitation behavior. Thus, communication medium which offers users an enjoyable experience and catch their attention can enhance their desire for visiting the museum or recommending it to their friends. Moreover, the results also showed that the effect of attention on engagement was also positive and significant. The communication medium gain more attention from the users can further increase their engagement and have a better user experience.
Regarding to the effect of telepresence, the results also presented that it was positive and significant on attention. As we explained, according to pervious researches (Yi, Jiang & Benbasat, 2015; Lee’s, 2011) the communication medium with high level of interactivity and vividness brings out higher telepresence, then further attract and hold users’ attention. In our research, VR that provides the highest telepresence to the users catches more attention than website and video.
With regard to the effect of telepresence on engagement, the results show an insignificant effect. A plausible reason is that the content rather than the media maybe the key factor that impacted users’ engagement. The mean of the level of engagement of different communication medium were VR = 4.936; Website = 4.530;
Video = 4.634. The high engagement level may imply that the content itself is interesting enough, and thus no matter which media he/she used or which level of
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telepresence he/she experiences, it still can let the user enjoy it and have higher engagement.
In terms of moderator, the relative experience didn’t have effect of the
In terms of moderator, the relative experience didn’t have effect of the