Chapter 4. Methodology
4.3 Measurement
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(a) Theme A (b) Theme B
Figure 4.3. The screenshot of experiencing the VR themes.
5) After the VR experience, visitors were asked to complete a questionnaire that measured reactions to the experimental situation.
Visitors were compensated with a $100NTD voucher for full participation in the two VR experiences and completion of the questionnaire. All participants also qualified to take part in the lucky draw, with prizes valued at close to $10,000NTD in total.
4.3 Measurement
We collected 188 questionnaires in total. Each data collection instrument
included two sets of responses according to the stimulus type. Of these responses, 375 were valid: 188 for Huai Su’s Autobiography and 187 for Zhao Meng-fu’s Autumn Colors on the Que and Hua Mountains. The items related to the exhibition are listed in Table 4.1. Questionnaires with incomplete data were excluded. All items used a seven-point Likert scale, with scores of one to seven, representing totally disagree to totally agree. The measurement items, adapted from prior studies, are listed in Table 4.1.
Regarding the characteristics of participants, most were students (84.0%) between the ages of 18 to 25 years (78.2%). Female participants (n = 116) outnumbered males
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(n = 72) by nearly twice as many. Background characteristics of participants are shown in Table 4.2. Close to 15% of participants had not visited NPM before, and nearly half of participants had no experience with VR.
Participants provided feedback with open-ended answers to questions about the experience (Table 4.3). Equipment problems were the most commonly reported issue (68.6%). Devices should be improved and updated to provide a better visual and audio quality of VR experience. We also found that story lines and instructions for interacting with our product were not clear enough for people who had no VR experience. Some participants (18.1%) reported they expected a more interactive and sensory-rich experience.
Table 4.1. Background Descriptive Statistics Occupation Others Student Sum
Female 15 101 116
Male 15 57 72
Sum 30 158 188
Table 4.2. Age Descriptive Statistics
Female Sample Percentage
18-25 91 48.40%
26-40 14 7.45%
above 40 5 2.66%
under 18 6 3.19%
Male Sample Percentage
18-25 56 29.79%
26-40 11 5.85%
above 40 3 1.60%
under 18 2 1.06%
Sum 188 100.00%
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Table 4.3. Experience Descriptive Statistics
Female VR Experience NPM Experience
2-4 times 37 (19.68%) 64 (34.04%)
None 50 (26.6%) 13 (6.91%)
Once 24 (12.77%) 17 (9.04%)
Over 5 times 5 (2.66%) 22 (11.70%)
Male VR Experience NPM Experience
2-4 times 21 (11.17%) 36 (19.15%)
None 28 (14.89%) 15 (7.98%)
Once 17 (9.04%) 12 (6.38%)
Over 5 times 6 (3.19%) 9 (4.79%)
Table 4.4. Background Distribution
Under 18 18-25 25-40 Over 40
Age 8 (4.26%) 147 (78.19%) 25 (13.30%) 8 (4.26%)
None Once 2-5 times Over 5 times
NPM Experience 28 (14.89%) 29 (15.43%) 101 (53.72%) 30 (15.96%) VR Experience 79 (42.02%) 40 (21.28%) 58 (30.85%) 11 (5.85%)
Table 4.5. Research constructs and items
Interactivity: the extent to which users can modify the form and content of VR environment in real-time (Steuer 1992).
Range: The amount of changes that can be affected on VR.
IR I could admire the objects in the VR environment at will.
Mapping: The way in which human actions are connected to actions within VR.
IM1 I could appreciate the objects naturally in virtual environment.
IM2 I thought the operating design of the objects in the virtual environment was reasonable.
Speed: The rate at which external stimulus/inputs can be absorbed into VR.
IS I did not experience delay between my actions and expected outcome.
Vividness: the sensory fidelity of the visually & auditory in the VR (Witmer et al. 2005).
Visual: The fidelity of the visual sense in VR.
V1 I were able to closely examine objects in the VR environment.
V2 I could observe objects in the VR environment from multiple viewpoints.
Realism: the extent to which a media appears like in real-world, which can make a person fully fooled into believing that the experienced situation (Sanchez-Vives and Slater 2004; Herbelin et al., 2016).
R1 I would forget the objects was virtual sometimes when I was experiencing the objects in the VR environment.
R2
During the experience, I almost forgot the “real world” of the laboratory in which the whole experience was really taking place.
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When I think back about my experience, I think of the virtual tour more as somewhere that I visited, rather than as images that I saw.
Storytelling: experiences in a coherent narrative format with audience perspective (Delgadillo &Escalas 2004).
S1 The VR story consisted of actors engaged in actions to achieve goals.
S2 The VR story let me know what the actors are thinking and feeling.
S3 The VR story provided me with insight about the personal evolution or change in the life of a character.
S4 The VR story explained why this relic happens, that is, what caused this relic to happen?
S5
The VR story had a well delineated beginning (initial event), middle (crisis or turning point), and ending (conclusion)?
S6 The VR story focused on specific, particular events rather than on generalizations or abstractions.
Immersion: a psychological state characterized by perceiving oneself to be enveloped by, included in, and interacting with VR (Witmer and Singer, 1998, Witmer et al. 2005).
I1
How well could you concentrate on the assigned tasks or required activities rather than on the mechanisms used to perform those tasks or activities?
I2 My senses were completely engaged in this experience.
I3 I easily adjust to the control devices used to interact with the virtual environment.
Absorption: a psychological state experienced as a consequence of focusing one’s mental energy and attention on a coherent set of stimuli or meaningfully related activities or events (Witmer et al.2005, Agarwal and Karhnal 2000).
Temporal Dissociation: The inability to register the passage of time while engaged in interaction.
AD1 Time appeared to go by very quickly when I was experiencing the VR.
AD2 I lost track of time when I was experiencing the VR.
AD3 Time flied when I was experiencing the VR.
Heightened enjoyment: The pleasurable aspects of the interaction.
AE1 I have fun interacting with the VR.
AE2 Experiencing the VR provides me with a lot of enjoyment.
AE3 I enjoy experiencing the VR.
Curiosity: The experience arouses an individual's sensory and cognitive curiosity AC Interacting with the VR makes me curious about this relic.
NPM performance: Kumar and Pansari (2016)
Referrals: A form of engaging and attracting with the customers who would otherwise not be attracted through traditional marketing channels.
N1 The VR experience encourages me to refer NPM to my friends and relatives.
Influence: The effect that users affect others’ activities within their social network.
N2 I will love talking about this VR experience
N3 I will discuss the benefits that I get from this VR experience with others.
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Table 4.6. Summary of Opening Answers
Category & Answers Percentage Uncomfortable Experience
Heavy headset
Hot temperature of the environment
67 (35.64%)
Equipment Problem
Device should be updated.
Sometimes controller got poor induction.
Bad visual quality of VR scene.
Text are too small and not clear.
Audio sound can be better by using earphones.
129 (68.62%)
Exhibition Design
Want more interaction
Feel bored of taking too long to watch
Not enough time to interact.
Location too far
61 (32.45%)
Instructions and Guide
Not enough instructions about the range of VR
Weird transition and don’t know what to do
Not enough introduction and description about the relic
34 (18.09%)
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