研究虛擬實境對於博物館展覽是否為有效的傳播媒介 - 以故宮博物院為例 - 政大學術集成

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(1)國立政治大學資訊管理學研究所碩士學位論文. 研究虛擬實境對於博物館展覽是否為有效的傳播媒介 - 以故宮博物院為例治. 政. 大. Is Virtual Reality An 立Effective Communication Medium For. ‧ 國. 學. Museum Exhibitions? Using National Palace Museum As An. ‧. Example. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 指導教授：張欣綠博士研究生：石詠綺撰. 中華民國一○六年六月.

(2) 謝辭能夠完成本論文，非常感謝我的指導教授張欣綠老師，在就學期間給了我許多建議以及指導，在過程中即使遇到了困難，老師也都盡力協助學生，並陪著解決問題，陪著學生度過層層難關。張新綠老師不僅是一位認真指導我們，也是一位關心學生如同朋友般的好教授，每次開會除了能讓我們的研究更有想法及明確的方向外，閒暇之餘也能與我們閒聊，紓解我們的壓力，讓整個實驗室充滿著笑聲，讓我們每次跟老師開會總是帶著愉快的心情，真心十分感謝張新綠教授，有了您我才能順利完成本次研究論文，與您相處的這段時間受益良多，永遠謹記在心。. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(3) 摘要在資訊科技越來越蓬勃發展的情況下，也讓博物館能帶來更好的使用者體驗。而現今已有許多博物館使用這些新技術，提供觀眾更有趣且吸引人的內容。本研究與國立故宮博物院合作，而故宮近年來也致力於新科技的採用與發展，虛擬實境則是其中一個例子，因此本篇會著重在探討虛擬實境在博物館展覽上是否為有效提升觀眾觀展興趣的互動媒介。當使用者在使用互動媒介的時候，會讓他們產生一種類似”身歷其境的”感覺，我們稱為”telepresence”而這種感覺則會進一步影響他們對於博物館的觀展意願。因此本篇論文會針對虛擬實. 政治大. 境跟不同的互動媒介做比較，藉以了解比起其他互動媒介，虛擬實境是否能更. 立. 能提升使用者體驗，這裡為了普及性及取材方便，採用故宮網站及影片來做比. ‧ 國. 學. 較。而為了衡量使用者體驗，我們則採用”享受程度”及”專注程度”來測量不同互動媒介所帶給他們的影響；此外個性以及使用者的過去相關經驗也是影響他. ‧. 們享受程度的重要因素，因此本篇研究也有將此兩個調節變數納入考量。而實. y. Nat. sit. 驗內容則是隨機分配使用者使用其中一樣媒介，實驗結束後填寫相對應的問. n. al. er. io. 卷。實驗結果證明了互動媒介如果能帶來越高的 telepresence，則使用者會有更. i n U. v. 高的專注程度，越高的專注程度能讓使用者有更高的享受程度，而享受程度及. Ch. engchi. 專注程度皆能帶來較好的使用者體驗，進一步影響使用者的觀展意願；但高程度的 telepresence 並不會對享受程度有所影響，可能是因為互動媒介本身內容使用者並沒有興趣的關係，而兩個調節變數雖同樣不顯著，但試著探索性分析後發現擁有外向個性的人相較於其他人，在使用互動媒介時能有更高的專注程度，這也是未來可研究的方向。總結來說，本篇研究證明了虛擬實境能帶來較高的專注力，且專注力與享受程度能進一步地引起使用者的觀展興趣。關鍵詞：telepresence, 傳播媒介, 虛擬實境, 專注程度, 享受程度, 個性, 相關經驗 ii.

(4) ABSTRACT Information technologies 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 and focus on investigating whether virtual reality is an effective communication medium for museum exhibition. When people use different communication medium they will have variety telepresence, and the telepresence may influences on their performance expectation. Therefore. 治政 website and virtual reality. For evaluating user experience, 大 we took engagement and 立 attention to measure the effect of telepresence; also the role of users’ personality and this study presented in this paper compared three communication mediums, video,. ‧ 國. 學. their prior experience of communication media in moderating these effects are also considered. The experiment is held in National Cheng-Chi University and the. ‧. participators are all students from the university, we randomly let user use one of. Nat. sit. y. three communication medium then give them questionnaire after finishing the. er. io. experiment. By the result of our research, we found that high level of telepresence. al. n. v i n C h and engagement engagement, in the last, both attention e n g c h i U can further impact user’s can let the user more focus on the media, and higher attention can enforce their. visitation behavior. In our result, even personality and relative experience are both insignificant, but we found that when using communication medium, extravert can have higher attention than the other users, it may be a future research. Overall, this study confirm that VR with higher telepresence can catch more attention from user, attention enforce their engagement, then higher level of attention and engagement create better user experience. Keywords: telepresence, communication medium, VR, attention, engagement, personality, experience iii.

(5) Table of Contents CHAPTER 1: INTRODUCTION ............................................................................... 1 CHAPTER 2: LITERATURE REVIEW................................................................... 6 2.1 Telepresence and Communication Medium ......................................................... 6 2.2 Engagement .......................................................................................................... 9 2.3 Attention ............................................................................................................... 9 2.4 Personality .......................................................................................................... 10. 政治大. 2.5 Relative Experience............................................................................................ 11. 立. CHAPTER 3: HYPOTHESES DEVELOPMENT ................................................. 13. ‧ 國. 學. 3.1 The Effect of Telepresence on Attention ........................................................... 14. ‧. 3.2 The Effect of Telepresence on Engagement ...................................................... 15. sit. y. Nat. 3.3 The Effect of Attention on Engagement ............................................................ 16. io. al. er. 3.4 The Effect of Attention and Engagement on Visitation Behavior ..................... 17. v. n. CHAPTER 4: RESEARCH METHOD ................................................................... 18. Ch. engchi. i n U. 4.1 Experimental Design .......................................................................................... 18 4.2 Sample Selection and Experimental Procedure ................................................. 20 CHAPTER 5: EXPECTATION CONTRIBUTION............................................... 27 5.1 Measurement Model Analysis ............................................................................ 27 5.2 Structure Model Analysis ................................................................................... 29 CHAPTER 6: DISCUSSION OF RESULTS .......................................................... 31 CHAPTER 7: CONCLUSION.................................................................................. 34 7.1 Implications of the Findings ............................................................................... 34 iv.

(6) 7.2 Limitations and Future Research........................................................................ 35 Reference .................................................................................................................... 36 Appendix A ................................................................................................................. 44 Appendix B ................................................................................................................. 45. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. v. i n U. v.

(7) List of Tables Table 4-1. Percentage of participants’ experience ....................................................... 22 Table 4-2. Measurement items For VR (Using a 7-Point Likert scale) ....................... 22 Table 4-3. Measurement items For Website (Using a 7-Point Likert scale)................ 23 Table 4-4. Measurement items For Video (Using a 7-Point Likert scale) ................... 25 Table 5-1. Item Reliability Analysis ............................................................................ 28. 政治大. Table 5-2. Factor Structure Matrix of Loadings and Cross-Loadings ......................... 28. 立. Table 5-3. Correlations of Constructs (square roots of AVE showed in diagonal row)29. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. vi. i n U. v.

(8) List of Figures Figure 2-1. Various Communication Medium Classified by Vividness and Interactivity .. 8 Figure 3-1. Research Model............................................................................................... 14 Figure 4-1. Screenshot of Video ........................................................................................ 19 Figure 4-2. The 3D display of Jade Cabbage..................................................................... 19 Figure 4-3. The high resolution picture of Jade Cabbage .................................................. 20. 政治大. Figure 4-4. The screenshot of using VR ............................................................................ 21. 立. Figure 4-5. The screenshot of Jade Cabbage in VR .......................................................... 21. ‧ 國. 學. Figure 4-6. The screenshot of Jade Cabbage in VR .......................................................... 21. ‧. Figure 5-1. Results of PLS analysis ................................................................................... 30. sit. y. Nat. io. n. al. er. Figure 6-1. Results of PLS analysis (After changing the position of moderator) .............. 33. Ch. engchi. vii. i n U. v.

(9) CHAPTER 1: INTRODUCTION This study focuses on investigating whether. virtual reality (VR) is an. effective communication medium which can bring out users high degrees of telepresence on catching user’s attention and engaging them to have further interest or wellness in knowing more about historical relics. We compare VR with the other two communication media – video and website. The role of user’s personality and their relative experience of communication media in moderating these effects are also assessed.. 政治大 The use of different new technology, which aims at stimulating users’ feeling, 立. can let them involve in different communication media. These kind of experience is. ‧ 國. 學. termed telepresence. According to the research by Steuer (1992), telepresence. ‧. means that the experience of presence in an environment by means of a. sit. y. Nat. communication medium. User will have telepresence after using different. io. er. communication medium, if people has higher scores of telepresence, it means that they are more involved in the environment which created by the communication. n. al. media.. Ch. engchi. i n U. v. Different communication media has different degrees of telepresence, and thus can impact user’s experience in different levels. VR is one of the media that have been studied extensively in recent years. There are many application and research of VR in different fields, such as VR surgical simulator (Seymour, et al., 2002; Grantc Grantcharov harov, et al., 2004), VR pilot training, VR gaming, and VR shopping. More and more VR applications are developed in museums as well. For instance, The Guggenheim Museums in New York City collaborated with Google Cultural Institute to deliver a VR experience, which people can move through the 1.

(10) Guggenheim museum, simulate the museum and position themselves in the center of the rotunda by using their own computer or a virtual reality viewer (Rebecca Mir, 2016).. Another. example. is. National. Museum. Australia. (http://www.nma.gov.au/whats-on/events/attenborough-vr-experience). By offering a real-world footage and 360° VR tour, visitors can travel back 540 million years to the dawn of life on Earth and exploring ancient oceans and interacting with extinct sea creatures. Not only these two, The British Museum (“British Museum offers,” 2015), Louvre Museum (http://www.louvre.fr/en/visites-en-ligne) and Franklin. 政治大. Institute (https://www.fi.edu/virtual-reality) etc. also use VR for presenting their historical collections.. 立. ‧ 國. 學. National Palace Museum (NPM) is located in Taipei, Taiwan and has a permanent collection of nearly 700,000 pieces of ancient Chinese imperial artifacts. ‧. and artworks. Owing to new technological advances and also in order to attract. sit. y. Nat. more people to visit museum and know more about the historical relics, NPM has. n. al. er. io. already employed various cultural relics in different communication media for. v. displaying and promoting the relics to people. For example, they use 3D display for. Ch. engchi. i n U. users using their mouse to rotate and view some special collections. In addition, they also have virtual museum, where people can have the overview of all the buildings with 360° vision and online audio guidelines and video introduction for some important relics. Recently, NPM has focused on applying VR to present their historical relics and by which, they aim to raise people’s interest in visiting the museum or transferring the knowledge of the relics. However, because VR is still a new technology and its application in the museum field is still not very common. Even NPM has already developed the content of VR, they still not sure whether VR is an effective communication medium for promoting their collections. So they 2.

(11) collaborate with us to do this research, aiming to find out whether VR can deliver better performance compared with other communication media. Existing literatures have focused mainly on the variables that contribute to inducing a sense of telepresence (Sheridan, 1992; Biocca, 1992; Robinett, 1992; Zeltzer, 1992). However the comparison of different communication media and the application of museum field have seldom been discussed, which motivate us to do this research. In this study, we argue that effective communication medium is the one that can generate better performance through engagement and attention. Past literature. 政治大 highly telepresence as. has shown that different communication medium can let people have different level. 立. of telepresence, particularly, a. compared to a lower. ‧ 國. 學. telepresence, will evoke the sense of control, fulfilment and intrinsic enjoyment during the experience. These kind of states are often described as engagement,. ‧. which reflects an individual’s subjective enjoyment in a holistic experience with. sit. y. Nat. technology (Cheng, Jiang and Benbasat, 2015). Engagement has been one of an. n. al. er. io. important metrics of communication medium user experience and it’s also. v. positively related to user satisfaction (Jarvenpaa & Todd, 1996; Nah, Eschenbrenner. Ch. engchi. i n U. & DeWester, 2011). Besides engagement, recent studies have further investigate that the extent to which activities and events attract and hold the observer’s attention (Novak, Hoffman & Yung, 2000; Witmer & Singer, 1998),. If users focus more attention on the communication medium they used, they will be more involved in the time during their experience. Engagement is different from attention. For instance, while driving a car, the driver must pay lots of attention on it for the security, but it doesn’t mean that he/she enjoy driving car. Therefore we can say that this driver has higher scores on attention but lower scores on engagement, attention is different from engagement. For this study, in order to know how much user 3.

(12) involve in the communication medium, we chose engagement and attention as our mainly metrics to measure the effects of telepresence. Moreover, different engaging presentation of communication medium may not exert the same effect for consumers who has relative experience or specific personality. Past studies (Witmer and Singer, 1998) have shown that the levels of engagement will be different if users have relative experience or specific personality. Specifically, the engagement should depend on user’s relative experience. For instance, if users have the experience of using the VR, they can adapt to the control. 政治大 may have to tailor the designs 立 for different users in order to achieve the most more quickly, so they will more enjoy in the experience. This implies that designers. ‧ 國. 學. desirable effect. This study thus further examines how the engaging effect of communication medium will be affected by user’s relative experience and specific. ‧. personality.. y. Nat. io. sit. For our research, because we have collaborated with NPM, so the outcome for. n. al. er. our research is related to museum. According to prior research (Hui, Wan & Ho,. Ch. i n U. v. 2007), they stated that, if the user experience can be enhanced, then it will lead to. engchi. repeat visitation and the encouragement of others to also engage in the same experience. This kind of performance is called “visitation behavior”. Both engagement and attention are the key impact factors in user experience, therefore both of them could be a key antecedent to impact users’ visitation behavior. Overall, this study aims to investigate that whether VR is an effective communication medium in the museum field. This research is expected to contribute in two fields. Fist, most of the existing studies focus on finding the impact factors which influence people’s feeling after using virtual reality or the application in other 4.

(13) fields, we aim to shed light that VR is a possible new way for promoting museum. Second, this study also investigates the role of user’s relative experience and specific personality in affecting the result of engagement. Our research questions are 1. Are engagement and attention important mediators between telepresence and visitation behavior? 2. Is specific personality and user’s prior experience an important moderator between telepresence and engagement?. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 5. i n U. v.

(14) CHAPTER 2: LITERATURE REVIEW The current study examines the use of different communication medium in museum exhibition that affect the engagement and attention of the user media experience, which are likely to influence the outcome measures in terms of users’ interest in visiting museum and recommending the museum to other people. Different communication medium can bring out user variable telepresence which may affect engagement and attention. Engagement refers to the extent that users involve in the media experience and enjoy it (Webster & Ho, 1997). Attention refers. 政治大. to the extent that users focus on the communication medium. Enhancing. 立. engagement and attention can therefore optimizing users’ experience and arouse. ‧ 國. 學. their interest in museum’s collection. In the following sections, we first review the literature relating with telepresence and communication medium, and then we. ‧. discuss engagement and attention. At last, we put our attention on personality and. 2.1 Telepresence and Communication Medium. n. al. Ch. engchi. er. io. sit. y. Nat. user experience.. i n U. v. According to the prior study (Steuer, 1992), the term “telepresence” is defined as the experience of presence in an environment by means of a communication medium. It means the extent to which one feels present in the mediated environment, rather than in the immediate physical environment. It also has always been used to comprehend the attitudes or behavior of users in virtual environment (Animesh et al., 2011; Jung, 2011). Sheridan (1992) experientially defined telepresence as the “sense of being physically present with virtual objects at the teleoperator site” and “feeling like you are actually ‘there’ at the remote site of operation”. Many studies have discussed about the variables that identify telepresence. For example, Sheridan 6.

(15) (1992) has identified five variables, the extent of sensory information, control of sensors relative to environment, the ability to modify the physical environment, task difficulty and degree of automation. In addition, Zeltner (1992) also provides three similar variables that contribute telepresence, interaction (real-time control), autonomy (human control) and presence (bandwidth of sensation). Naimark (1992) and Robinett (1992) also have presented their category taxonomy for telepresence. In here, we took vividness and interactivity as our dimensions, because there are many researchers have agreed that these two key variables affecting telepresence. 治政大 richness of a mediated 1992). The first, vividness means the representational 立. (Coyle & Thorson, 2001; Hong, 2003; Huang et al., 2011; Klein, 2003; Steuer,. environment as defined by its formal features, that is, the way in which an. ‧ 國. 學. environment presents information to the senses. The second, interactivity means the. ‧. extent to which users can participate in modifying the form and content of a. y. Nat. mediated environment in real time. For example, radio, it only offer user the sense. er. io. sit. of hearing, and also users can’t interact with it a lot, so it bring out lower telepresence. In the contrary, VR, it not only offers user the sense of hearing but. al. n. v i n also the sense of vision, and in C addition, the user can interact with the object in the hengchi U virtual environment, so it brings out higher telepresence. But note that this definition avoids problem in describing the experience of artificial situation. For example, how does one determine whether a fairy in virtual reality looks like a real-world fairy? There by the definition doesn’t make reference to resembling object in the real world. By referring only to sensory richness, it avoids this kind of concerns. According to the dimensions of vividness and interactivity, the communication mediums can be classified in Figure 2-1., the more vivid and the more interactive a communication medium is, the greater the sense of telepresence evoked by the 7.

(16) media. For our research, in order to investigate whether VR is an effective communication medium, we chose website and video for comparing. In these three communication media, VR has higher vividness and interactivity so it brings out higher telepresence than the others. For the video, its interface is not as vivid as VR and also has a very limited interactivity, so it brings out the lowest telepresence in these three. For the website, because it also show the interface on computer’s screen, so it has the same vividness with video, however it has higher interactivity than video but still lower than VR, so it presents a middle telepresence between VR and video.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 2-1.Various Communication Medium Classified by Vividness and Interactivity Note. From “Defining virtual reality: Dimensions determining telepresence.” by Steuer, J. 1992, Journal of communication, 42(4), 90. 8.

(17) 2.2 Engagement Engagement reflects an individual’s subjective enjoyment in a holistic experience with technology (Csikszentmihalyi, 1990; Ghani, & Deshpande, 1994; O'Brien & Toms, 2008; See-To, Papagiannidis & Cho, 2012). It refers to the extent to which people immerse in the experience and enjoy it (Webster & Ho, 1997). The more enjoyment people experience, the more engagement they have. In addition, Kearsley and Schneiderman (1998) concurred: engagement is an activity that involves. “active. cognitive. processes. .... problem-solving,. 政治大 of technology 立 use and attitudes when. reasoning,. decision-making and evaluation”. User’s subjective enjoyment is significantly affects their extent. interacting with a. ‧ 國. 學. technology (Ghani & Deshpande, 1994; Mun & Hwang, 2003). A high level of engagement can generate a positive feeling about user experience, and also can. ‧. reinforce user’s likelihood to use the communication medium (Kashdan, & Fincham,. sit. y. Nat. 2004; Li, Berens & de Maertelaere, 2013). Especially for the education, some. n. al. er. io. literature (Singhal, Cody, Rogers & Sabido, 2003; Singhal & Rogers, 2002) have. v. assumed that media users are more willing to learn and understand what is present. Ch. engchi. i n U. with the communication medium that is engaging them. Vorderer (2001) has also said that learning, knowledge and acquisition thinking might benefit from being engaged. This is quite consistent to NPM’s purpose, because if users are more willing to learn, they may become more interest in the collections in the museum, and then further impacts their visitation behavior.. 2.3 Attention According to Witmer & Singer (1998), if users pay more attention on the communication medium, they become more involved in the experience. If users are 9.

(18) preoccupied with personal problems or focused on the activities that occurring outside of the medium, they will be less involved in the experience. Attention is one of the key impact factors that contribute to user experience (Chen, Wigand & Nilan, 1999; Hoffman & Novak, 1996). In here attention is defined as the extent to which activities and events attract and hold the observer’s attention. In addition, the literature (Draper, Kaber & Usher, 1998) has said that attention is a mechanism which organizes human cognitive functioning by including the perceptions that relate to the objects of interest. Particularly for the VR, Witmer and Singer (1998). 治政大 being allocated to either effective the medium is. Therefore, the amount of attention 立. stated that how sharply users focus attention on the VE may determine, in part, how. the remote or local environment that the user is simultaneously involved, may affect. ‧ 國. 學. or determine the gratitude of user experience (Riley, 2001). Riley, Kaber & Draper. ‧. (2004) also stated that an increase in attention to the virtual environment may. sit. y. Nat. increase their user experience. Koufaris (2002) noted that for the media users,. io. er. attention is one of the dimensions that contributes to their experience. In addition, users’ experience related to their behavior, and therefore it is critical for. al. n. v i n communication medium to catchCusers’ attention (Sha & Lu, 2015). hengchi U 2.4 Personality. Based on Slater & Steed’s (2000) research, they have classified some reasons that affected user experience, one of them is personality. For example, some people are easy to feel embarrassment or consciousness and thus, even the communication medium has high interactivity or vividness, these people still cannot enjoy the medium if they are being observed during the experiment. As Laarni et al. (2004) stated, personality factors may exert influence on complex mental states such as presence, perceived workload and flow experience etc., In addition, Stanney & 10.

(19) Salvendy (1998) have noted that personality may become more important during more complex interactions, such as those experienced in virtual environments. Thereby, we can know that personality of the media users is apparently important in determining the degree of feelings. However, as Lombard and Ditton (1997) have noted that there are still very little research that has been conducted on addressing the question. Hence, for our research, we are interested in examining how personality influences user experience across different types of communication medium.. 政治大 The big five personality traits 立also known as the five factor model is widely used to. In this study, we will use the big five personality traits to measure personality.. ‧ 國. 學. describe the human personality and has already been translated into various languages (Khan, Khan, Ghani & Shafi, 2013). The five factors are (1) Openness to (2). Conscientiousness. (3). ‧. experience. Extraversion. (4). Neuroticism. (5). sit. y. Nat. Agreeableness. For the people who have high in openness to experience, they are. n. al. er. io. more adventurous, creative and tend to have a broad range of interests. For the. v. people who are high in conscientiousness, they are thoughtfulness and tend to be. Ch. engchi. i n U. organized of details. The people in extraversion, they are excitability, sociability and has high amounts of emotional expressiveness. The people high in neuroticism are moodiness, emotional instability and tend to experience mood swings and sadness. The last one, agreeableness, people high in this trait are kindness and tend to be more cooperative (McCrae & John, 1992; The Big Five, 2016).. 2.5 Relative Experience Some researchers (Held and Durlach, 1992; Heeter, 1992; Loomis, 1992) have suggested that the user who has more related experience is easier to enjoy the 11.

(20) medium. For example, in Papagiannidis et al., (2017) research, they have found that in virtual store, user’s engagement is associated with their experience, with relative experience; it can lead to greater engagement. Also, Slater & Usoh (1993) have found that some people with related experience can adapt to the virtual environment quickly and have a greater sense of enjoyment than others who don’t have related experience. Experienced users can fill the expectations gap or the challenge of using the communication medium better than unexperienced users, and therefore they can enjoy more than other people (Taylor & Todd, 1995). Barfield & Weghorst (1993). 治政大study, we are interested in more familiar with the communication medium. In this 立 also found that enjoyment has been shown to be positively affected if the user is. exploring whether people’s prior experience would affect their enjoyment in. ‧ 國. 學. communication medium.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 12. i n U. v.

(21) CHAPTER 3: HYPOTHESES DEVELOPMENT As previous discussion, engagement and attention are both important aspects that measure user’s media experience. The communication medium with higher interactivity and vividness can bring out higher telepresence, and then higher telepresence may contribute to engaging and fulfilling user experience, which would be positively associated with vitiation behavior. Moreover user’s level of engagement may tend to be stronger when the user has related experience or specific personality. The research framework is shown in Figure 3-1.. 政治大. We compared three different communication medium－VR, website and video.. 立. For the VR, user can have 360° vision by wearing the head-mounted display and the. ‧ 國. 學. sounds from the speaker. Users can also interact with the object, such as pick up or see the detail of the relics or painting etc., hence providing the highest telepresence.. ‧. As to video, users can only watch the video on the screen and listen to the sounds. y. Nat. sit. from the speaker. Users cannot interact with the content of the video but click. n. al. er. io. “play” or “stop” button, and thus, it brings a lower telepresence than VR. With. i n U. v. regard to the website, users can see the details of the relics on the screen and use the. Ch. engchi. mouse to interact with the picture or object on the screen. It has the same level of vividness as video but with higher interactivity, so it represents a middle course between VR and video. In the following sections, we will focus on comparing the three communication mediums in terms of engagement and attention. The effects of engagement and attention on arousing people’s interest in visiting museum are then proposed.. 13.

(22) Figure 3-1. Research Model. 政治大 3.1 The Effect of Telepresence on Attention 立. ‧ 國. 學. Communication medium with a high level of interactivity can let the users to focus on the cues and feedback from the interface in order to determine how to act. ‧. and proceed (Yi, Jiang & Benbasat, 2015). In addition, according to Lee’s (2011),. sit. y. Nat. media with more interactivity can enhance people’s attention. Moreover, Nisbett &. io. er. Ross (1980) stated that if information is described as vividness (e.g. plaint text compares to poster with picture), it is likely to attract and hold people’s attention.. al. n. v i n Communication medium with C vividness can attract users’ attention, since h e n design gchi U people have limited cognitive resource (Li & Bukovac, 1999). Because both of interactivity and vividness are the dimensions of telepresence, and VR has highest levels of telepresence, followed by website and video respectively. Thus, we propose, Hypothesis 1: The levels of telepresence of communication medium are positively associated with attention. 14.

(23) 3.2 The Effect of Telepresence on Engagement A high level of interactivity gives user a feeling of “control” over the communication mediums (Hutchins, Hollan, & Norman, 1985) and. facilitates an. acute involvement (Cyr, Head & Ivanov, 2009; Featherman et al. 2011; Von Ahn & Dabbish, 2008), which leads to increased pleasure. Some studies (Hoffman & Novak, 1996; Webster, Trevino & Ryan, 1994) says that a higher level of interactivity can encourages people to be more active and exploratory during the experience, therefore it can let the user feel more engaged and fulfilment. Fiore et al. (2005) has found that user’s enjoyment was increased significantly when they. 治政 interacted with virtual models in online clothing stores.大 Also, Cvijikj & Michahelles 立. (2013) stated that a communication medium with higher level of vividness can let. ‧ 國. 學. the user have higher level of engagement, because with higher vividness, the. ‧. medium could be more appealing to them. Fortin & Dholakia (2005) also noted that. sit. y. Nat. the interactivity and vividness both impact significantly on engagement. Since. io. er. engagement is positively associate with the feelings of pleasure and fulfilment, the medium that can bring more pleasure and fulfilment are usually those that are easier. al. n. v i n to engage people (Parzefall &C Hakanen, 2010; Vella-Brodrick, Park & Peterson, hengchi U 2009). Therefore, we propose,. Hypotheses 2: The levels of telepresence of communication medium are positively associated with engagement Whereas we expect telepresence will be effective in engaging users, the strength of this effect may be different, depending on users’ personality and prior related experience. As we mentioned in literature review, people who are high in extraversion have high levels of excitability, sociability, and emotional expressiveness. They are more likely to focus on the mediated environment and get 15.

(24) involved with media stimuli (Laarni, Ravaja, Saari & Hartmann, 2004); it’s easier for them to engage in many activities, because they are able to process many stimuli at the same time. Also, there’s a research has proved that extravert can represents a stronger engagement when they were in online brand community context (Ul, Rahman & Hollebeek, 2017). Thus, for the same communication media, they can experience higher sense of engagement than people who are low in extraversion (Szymura & Nęcka, 1998). Therefore, we propose, Hypothesis 3: The effect of the telepresence on increasing engagement is stronger for the users with the personality of “extraversion”.. 治政 As we discussed before, the users who have more大 related experience are easier 立. to enjoy the medium. Their related experience may let the strength of this effect be. ‧ 國. 學. different (Held and Durlach, 1992; Heeter, 1992; Loomis, 1992), because they can. ‧. fill the expectations gap or the challenge of using the communication medium better. y. Nat. (Taylor & Todd, 1995). For example, user with experience of using VR may be. er. io. sit. adapted to the equipment and virtual environment more easily than those who don’t have this kind of experience (Slater & Usoh, 1993). Thus, we propose,. al. n. v i n effectC of the telepresence on increasing hengchi U. Hypothesis 4: The. engagement is. stronger for the users with related experience.. 3.3 The Effect of Attention on Engagement Even attention and engagement can both be influenced by telepresence, the level of attention may also have some impact on engagement. According to Szafir & Mutlu (2012), by increasing users’ attention can improve the focus, which increasing their engagement. Also, In Hsu, Chou, Chen & Chan’s (2007) experiment, they found that if the communication medium can gain users’ attention, they devoted themselves in the game then further observed their status of engagement via 16.

(25) the communication medium. Thus, if participants pay more attention, they will become more engage and willing to devote in the task (Joseph, 2005, Li & Lerner, 2013). Therefore, we propose, Hypothesis 5: The levels of attention are positively associated with engagement. 3.4 The Effect of Attention and Engagement on Visitation Behavior Various studies (Jiang & Benbasat, 2007; Suh & Lee, 2005) have found that by creating an engaging and playful experience with a communication medium can motivate and create a positive feeling to users. Also, According to Witmer & Singer. 治政大experience. These positive more involved in the experience and have a positive 立 (1998), if users pay more attention on the communication medium, they become. feelings tend to increase people’s involvement in historical relic information. ‧ 國. 學. gathering, which is likely to enhance their desire for visiting the museum or. ‧. recommending it to their friends then further impact on their visitation behavior.. sit. y. Nat. Therefore, we propose,. io. er. Hypothesis 6: A higher level of attention of communication medium will impact people’s visitation behavior.. al. n. v i n Hypothesis 7: A higher level C hof engagement ofUcommunication medium will engchi impact people’s visitation behavior.. 17.

(26) CHAPTER 4: RESEARCH METHOD In order to test the research model, an experiment has been designed. With the collaboration with NPM, we chose Jade Cabbage as the target object to be studied, for two reasons. First, it’s not only the most famous collection in NPM, but also being known all around the world; hence for our final purpose, arousing peoples’ interest in visiting museum and recommending the museum to their friends, it’s the first choice for promoting the NPM. Second, due to the popularity of Jade Cabbage, NPM spent a lot of efforts to develop different contents and deliver them through. 政治大. different communication medium. There is no comparable effort spent on other. 立. effects of different communication medium.. ‧. 4.1 Experimental Design. 學. ‧ 國. relics. Thus, using Jade Cabbage as the target object allows us to compare the. sit. y. Nat. For our experiment, we compare the effects of three different communication. io. er. medium, VR, website and video for presenting Jade Cabbage. In the video setting,. al. v i n C hoption in interacting screen. Users do not have much e n g c h i U with the media during the n. participants are required to watch the introduction video of the Jade Cabbage on the. whole process, but click stop and play button. Figure 4-1. shows the screenshot of the video we are going to use.. 18.

(27) 政治大. Figure 4-1. Screenshot of Video. 立. In the website setting, the content is from NPM’s official website; they not. ‧ 國. 學. only have word description of Jade Cabbage, but also provide options for users to interact. Participants are able to observe the Jade Cabbage with 3D display (See. ‧. Figure 4-2), by this, users can rotate it freely and observe it from front to back. In. Nat. sit. y. addition, NPM provides some high resolution pictures of the Jade Cabbage (See. n. al. er. io. Figure 4-3), user can use mouse wheel to zoom-in or zoom-out the picture to see more detail of this collection.. Ch. engchi. i n U. v. F Figure 4-2. The 3D display of Jade Cabbage 19.

(28) Figure 4-3. The high resolution picture of Jade Cabbage. 政治大. In the VR setting, by using the VR equipment (Figure 4-4), user can visit a. 立. virtual exhibition room with 360° vision. Participants can walk around and look. ‧ 國. 學. 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. y. Nat. io. sit. represents a flash light in the virtual room, with it, participants can illuminate the. er. Jade Cabbage for further observing.. al. n. v i n 4.2 Sample Selection and C Experimental h e n g c hProcedure i U. 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 20.

(29) study. The measurement items are adapted from prior studies (Table 4-2, 4-3, 4-4), the original questionnaires were attached in Appendix B.. 政治大. Figure 4-4. The screenshot of using VR. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 4-5. The screenshot of Jade Cabbage in VR. Figure 4-6. The screenshot of Jade Cabbage in VR 21.

(30) Table 4-1. Percentage of participants’ experience Experience of visiting Jade Cabbage.. Experience of visiting National Palace Museum.. 0 times. 81 (25%). 50 (16%). 1 times. 89 (28%). 69 (22%). 2 times. 65 (20%). 82 (26%). 3 times. 48 (15%). 50 (16%). 4 times. 13 (4%). 21 (7%). 5 times. 12 (4%). 28 (9%). 6 times. 1 (0.3%). 3 (1%). 7 times. 3 (1%). 9 (3%). 政治大. Table 4-2. Measurement items For VR (Using a 7-Point Likert scale) The extent to which activities and events attract and hold the observer’s Attention attention. (Witmer & Singer, 1998) I focused on interacting with Jade Cabbage. [adapted ATT1 我很專注在玩賞翠玉白菜 from Slater I lost track of time during the virtual environment experience. ATT2 & Steed, 我很融入在玩賞翠玉白菜，甚至會忘記時間 2000; I blocked out things around me when I was interacting with the Jade Brockmyer ATT3 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 et al., 2009; I didn’t want to be bothered when interacting with Jade Cabbage. Brown & ATT4 在玩賞翠玉白菜時，我不享受其他人的打擾 Ryan, Interacting with the Jade Cabbage in VR makes me curious. ATT5 2003] 玩賞該文物時,會激起我對該文物的好奇心 The extent to which people immerse in the experience and enjoy it. Engagement (Webster & Ho, 1997). 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. [adapted from Agarwal & Karahanna, 2000; Brockmyer et al., 2009; Wiebe, Lamb, Hardy & Sharek, 2014]. Ch. engchi. i n U. v. The virtual environment experience didn't work out the way I had ENG1 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 22.

(31) Personality. [adapted from Gosling, Rentfrow & Swann, 2003] Related Experience. [adapted from Slater & Steed, 2000] Visitation Behavior. 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. The past experience that related to NPM 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. 政治大. Future visitation behavior beyond the immediate museum experience. (Kang & Gretzel, 2012) I would recommend interacting with the Jade Cabbage by VR to my VB1 friends and family. 我願意推薦親朋好友體驗該文物的故宮 VR After experiencing VR, I would like to go to NPM to see the VB2 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 After experiencing VR, I would like to pay attention to the exhibition VB3 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. 立. ‧. ‧ 國. 學. sit. n. al. er. 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. io. VB4. y. Nat. [adapted from Kang & Gretzel, 2012]. VB5. VB6. VB7. i n U. v. 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 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 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. Ch. engchi. Table 4-3. Measurement items For Website (Using a 7-Point Likert scale) Attention. [adapted from Slater. The extent to which activities and events attract and hold the observer’s attention. (Witmer & Singer, 1998) I focused on browsing the website of Jade Cabbage. ATT1 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. 23.

(32) Engagement. 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. 立. 政治大. I think the website of Jade Cabbage is a good way to present Jade ENG4 Cabbage. 我覺得網站為展示該文物的好方式 A set of individual differences that are affected by the development of an individual.. ‧. Personality. ENG1. 學. [adapted from Agarwal & Karahanna, 2000; Brockmyer et al., 2009; Wiebe, Lamb, Hardy & Sharek, 2014]. 在瀏覽翠玉白菜介紹的過程中我忘記時間過了多久 I blocked out things around me when I was browsing the website of ATT3 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 I didn’t want to be bothered when browsing the website of Jada ATT4 Cabbage. 在瀏覽翠玉白菜介紹網站時，我不想受他人的打擾 Browsing the website of Jade Cabbage makes me curious. ATT5 瀏覽翠玉白菜介紹網站時，會激起我對翠玉白菜的好奇心 The extent to which people immerse in the experience and enjoy it. (Webster & Ho, 1997). ‧ 國. & Steed, 2000; Brockmyer et al., 2009; Brown & Ryan, 2003]. y. Nat. sit. n. al. er. io. [adapted I think I'm outgoing and enthusiastic. PER1 from 我認為自己是外向、熱情的 Gosling, Rentfrow & I think I'm open to new experiences, complex. Swann, PWR2 我認為自己是願意接受新事物、喜愛挑戰複雜事務的 2003] Related Experience. [adapted from Slater & Steed, 2000] Visitation Behavior. [adapted from Kang & Gretzel, 2012]. Ch. engchi. i n U. v. The past experience that related to NPM. 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. Future visitation behavior beyond the immediate museum experience. (Kang & Gretzel, 2012) I would recommend the website of Jade Cabbage to my friends and VB1 family. 我願意推薦親朋好友透過此網站認識翠玉白菜 After browsing the website, I would like to go to NPM to see the VB2 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 24.

(33) VB3. 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 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 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 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. VB5. VB6. VB7. 政治大. Table 4-4. Measurement items For Video (Using a 7-Point Likert scale). ‧. y. sit. er. al. n. [adapted from Agarwal & Karahanna, 2000; Brockmyer et al., 2009; Wiebe, Lamb, Hardy & Sharek, 2014]. io. Engagement. Nat. & Steed, 2000; Brockmyer et al., 2009; Brown & Ryan, 2003]. 學. [adapted from Slater. 立. The extent to which activities and events attract and hold the observer’s attention. (Witmer & Singer, 1998) I focused on watching the video of Jade Cabbage. ATT1 我很專注在觀看翠玉白菜的影片 I lost track of time during watching the video of Jade Cabbage. ATT2 在觀看翠玉白菜的影片過程中我忘記時間過了多久 I blocked out things around me when I was watching the video of ATT3 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 I didn’t want to be bothered when watching the video of Jada ATT4 Cabbage. 在觀看翠玉白菜影片時，我不想受他人的打擾 Watching the video of Jade Cabbage makes me curious. ATT5 觀看影片時，會激起我對翠玉白菜的好奇心 The extent to which people immerse in the experience and enjoy it. (Webster & Ho, 1997). ‧ 國. Attention. Ch. engchi. i n U. v. 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. I think the video of Jade Cabbage is a good way to present Jade ENG4 Cabbage. 我覺得影片為展示該文物的好方式 25.

(34) Personality. [adapted from Gosling, Rentfrow & Swann, 2003] Related Experience. [adapted from Slater & Steed, 2000]. 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. The past experience that related to NPM 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. 政治大. Future visitation behavior beyond the immediate museum experience. (Kang & Gretzel, 2012) I would recommend the video of Jade Cabbage to my friends and VB1 family. 我願意推薦親朋好友透過此影片認識翠玉白菜 After watching the video, I would like to go to NPM to see the VB2 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 After watching the video, I would like to pay attention to the VB3 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. 立. 學. VB6. VB7. sit. al. After watching the video, I enjoyed this experience. 觀看完影片，我覺得我很享受觀看過程. v i n C h the video, I wouldU After watching e n g c h i like to continue enjoying the video n. VB5. er. io. VB4. y. Nat. [adapted from Kang & Gretzel, 2012]. ‧. ‧ 國. Visitation Behavior. A set of individual differences that are affected by the development of an individual.. 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 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 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. 26.

(35) 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. 政治大. each items; a loading of 0.707 and above was considered to be desirable, and a. 立. loading of 0.5 and below was dropped. (Hulland, 1999). The results were show in. ‧ 國. 學. 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).. sit. y. Nat. io. er. With regard to convergent and discriminant validity, Fornell & Larcker (1971). al. has suggested that convergent validity can be examined by using Cronbach’s alpha,. n. v i n the composite reliability and theCaverage extracted (AVE). The Cronbach’s h e nvariance gchi U 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 27.

(36) square roots of the AVE for the defined constructs is greater than its correlations with other latent constructs. All of the evidence suggests that the constructs shows good measurement properties. Table 5-1 Item Reliability Analysis. Attention. Engagement. ATT1 ATT2 ATT3 ATT4 ATT5 ENG1 ENG2 ENG3 ENG4 EXP1 EXP2 PER1 PER2. 0.686 0.822 0.856 0.784 0.559 0.572 0.729 0.846 0.839 0.937 0.935 0.824 0.771. 立. Composite Reliability. Cronbach’s alpha. AVE. 0.896. 0.855. 0.633. 0.789. 0.616. 政治大 0.864. 0.868 0.802. 0.864. ‧. Personality. Loadings. 學. Relative Experience. Items. ‧ 國. Factor. 0.674. Nat. sit. y. 0.541. 0.771. n. al. er. io. Table 5-2 Factor Structure Matrix of Loadings and Cross-Loadings. Scale Items ATT1 ATT2 ATT3 ATT4 ATT5 ENG1 ENG2 ENG3 ENG4 EXP1 EXP2 PER1 PER2. Ch. Attention(ATT) Engagement(ENG) 0.686 0.822 0.856 0.784 0.559 0.280 0.329 0.148 0.095 0.014 0.099 0.083 0.220. engchi 0.240 0.162 0.150 0.231 0.529 0.572 0.729 0.846 0.839 -0.033 0.058 0.023 0.091 28. iv Relative n U. Experience(EXP) 0.100 -0.065 0.069 0.091 0.004 0.041 -0.017 0.052 -0.030 0.937 0.935 -0.022 0.082. Personality 0.205 0.078 0.085 0.109 0.038 -0.221 0.094 0.078 0.161 0.056 -0.001 0.824 0.771.

(37) Table 5-3 Correlations of Constructs (square roots of AVE showed in diagonal row). Scale Items. Attention (ATT). Engagement (ENG). Experience (EXP). ATT. 0.796. ENG. 0.572. 0.784. EXP. 0.160. 0.092. 0.878. PER. 0.320. 0.181. 0.724. Personality (PER). 0.820. 5.2 Structure Model Analysis. 政治大 bootstrapping approach is used with 318 samples created for testing the statistical 立. The research empirically tested constructs throughout the survey. A. significance of construct path coefficient and confidence intervals by means of t-test.. ‧ 國. 學. 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. sit. y. Nat. indicated that the effect of different telepresence on attention was positive and. io. er. 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. al. n. v i n = 11.317; p < 0.001), supporting moderators, both of their C hH5. In term of two engchi U. 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 29.

(38) 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.. 立. 政治大. ‧ 國. 學 Figure 5-1 Results of PLS analysis. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 30. i n U. v.

(39) 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. 政治大. recommending it to their friends. Moreover, the results also showed that the effect. 立. of attention on engagement was also positive and significant. The communication. ‧ 國. 學. medium gain more attention from the users can further increase their engagement and have a better user experience.. ‧. sit. y. Nat. Regarding to the effect of telepresence, the results also presented that it was. io. er. positive and significant on attention. As we explained, according to pervious researches (Yi, Jiang & Benbasat, 2015; Lee’s, 2011) the communication medium. al. n. v i n with high level of interactivityC and vividness bringsU h e n g c h i 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 31.

(40) 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 telepresence on increasing engagement. The reason maybe because the experience of visiting NPM or exhibition of Jade Cabbage didn’t help them fill the expectation gap or the challenge of using the communication medium. Regarding to another moderator, personality, the results are against our expectation. The effect of telepresence on engagement is not increased with the personality of “extraversion.”. 治政 have this kind of personality, then it may let the user 大 have higher engagement than 立. The reason may also related to the content, if the user interested in the content and. those who like the content but don’t have the personality of “extraversion”. In our. ‧ 國. 學. research, the participators were chosen randomly from the university, not all of them. ‧. are interested in this topic. Therefore it may cause the insignificant on increasing. sit. y. Nat. engagement. Due to the insignificant of the moderator, we have tried exploratory. io. er. Factor analysis; base on our data, we changed the path of the model (in Figure 6-1) and found that the effect of telepresence on attention is stronger for the users with. al. n. v i n the personality of “extraversion” The user with this kind of C(Th= 2.417; p < 0.001). engchi U personality paid more attention on the communication medium than the user who don’t have specific personality. Even the finding isn’t consist with our hypothesis, but maybe it can be a topic for a future research.. 32.

(41) Figure 6-1 Results of PLS analysis (After changing the position of moderator). on comparing different 政治大 communication media and the results showed that a highly engaging experience and 立 In summary, our study mainly focused. high level of attention indeed contributes to enhanced users visitation behavior. In. ‧ 國. 學. addition, we have also demonstrated the critical impact of attention on engagement.. ‧. Moreover, the result also showed that VR can achieve a superior effect on catching. y. Nat. users’ attention to further have better user experience, but the effect of telepresence. er. io. sit. on engagement and two moderators(personality and relative experience) didn’t have significant impact. Overall, our finding provides an important insight into the use of. al. n. v i n VR and also the importance ofCattention and engagement h e n g c h i U on creating better user experience.. 33.

(42) CHAPTER 7: CONCLUSION This study investigate whether VR is an effective communication medium which can bring high degrees of telepresence on catching users’ attention and engagement by comparing with website and video. Also we include users’ personality and their relative experience in moderating the effect of engagement in our research. The results of our findings show that the effect of telepresence on attention is positive and significant, but the results of R square only indicated 11.9% of the variance in the attention was accounted for by telepresence. It may because. 政治大. there are many communication medium in our life, but due to the time limit and the. 立. difficulty of collecting data, we only chose three communication mediums for our. ‧ 國. 學. research. Therefore it may cause only 11.9% of R square. Regarding to the effect of telepresence on engagement and the two moderators, the results are insignificant.. ‧. But we found that personality can have impacts on the relationship between. y. Nat. sit. telepresence and attention. Communication medium with high telepresence can. n. al. er. io. catch more attention for users with the personality of extraversion. Moreover, the. i n U. v. results also show that attention and engagement are both significant factor in. Ch. engchi. increasing users’ visitation behavior by communication medium. Furthermore, attention is an important factor to reinforce engagement.. 7.1 Implications of the Findings After reviewing the result, there are some implications of our research. First, this study advocates the new design of VR and provides useful factors for museum and content designers. Specifically, this research highlights the ability of VR to catch user’s attention, and the attention increases their engagement, which further reinforces their visitation behavior of museum. There are many museums have 34.

(43) already focus on applying this new technology in their exhibition, trying to offer better experience to people. Accordingly, it is important for museum exhibition designer to employ proper communication medium in order to grab visitors’ attention and impact their behavior. Second, we also suggest that attention and engagement are both important factors to create a positive user visitation behavior. According to the results, people with higher attention and engagement have better experience and are more willing to visit the museum or recommend the museum to their friends. Therefore, it’s also important for the designer to consider means to enrich visitors’ experience in terms of attention and engagement. In addition, even. 治政大 impact on the effect of the moderating role of personality didn’t present significant 立. telepresence on engagement, but we found that it can stronger the effect on attention.. ‧ 國. 學. At last, our finding provide an important insight into the use of VR, because VR. ‧. brings out higher telepresence in grabbing users’ attention, boosting people’s. sit. y. Nat. behavior for visiting museum more effectively.. n. al. er. io. 7.2 Limitations and Future Research. Ch. i n U. v. This research has several limitations. First, the content of our experiment is. engchi. limited to Jade Cabbage. The limited scope of choice may influence the results. The extensions to other contents can be further explored in the future. Second, even there are many communication medium in the world, but in our research, we only chose two communication medium to compare with VR. Whether the results can be further applied in other communication medium can be examined in the future. Third, the participators were all from NCCU. Due to the equipment of VR was built in university, distribution of age and profession are not so wide.. 35.

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