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題名:應用數位科技改善客戶的心流體驗和使用動機
作者:杜海勇
作者(外文):Do, Hai-Dung
校院名稱:國立陽明交通大學
系所名稱:科技管理研究所
指導教授:黃仕斌
學位類別:博士
出版日期:2022
主題關鍵詞:數位科技心流體驗使用動機華語教學幽默影片VR影片Digital technologyFlow experienceUsers’ motivationChinese language teachingHumorous videosVR videos
原始連結:連回原系統網址new window
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近年來,華語學習和教學一直是一個新興市場,本論文包括兩項關於應用數位科技增強華語學習使用者的心流體驗和動機的研究。第一項研究幽默教學影片對使用者的心流體驗、動機和使用成效的影響。本研究共有59名參與者,以準實驗設計進行,控制組利用幽默講義採傳統的學習方法,實驗組利用幽默影片學習,統計方法為獨立樣本t檢定,研究結果顯示,實驗組的使用者比控制組的使用者更喜歡他們使用的學習教材,另外,實驗組的自我效能感和使用成效顯著高於控制組。第二項研究中,筆者研究了幽默和虛擬實境(VR)在結合和分離時是否可以對使用者產生相同的影響。將79位使用者分為三組。一組為控制組使用幽默影片,另外兩組為實驗組,分別使用VR正式影片和VR幽默影片。統計方法為單因子變異數,研究結果顯示,在心流體驗方面,VR幽默影片組的沉浸感顯著高於一般幽默影片。在動機方面,觀看VR幽默影片組的學習信心顯著高於一般VR影片。使用成效方面,VR正式影片對短期記憶的影響更大,而幽默影片對延遲記憶的影響更大。VR正式影片可以成為比幽默影片更好的行銷工具,因為它還可以吸引新的學習者並在觀光地行銷中表現出色。VR影片增加了使用者前往影片所記錄的觀光地的想法,可用於宣傳旅遊或出國留學。
Chinese learning and teaching has been an emerging market in recent years. This dissertation includes 2 studies on the application of digital technologies in enhancing flow experience and motivation of customers, who are Chinese language learners. The 1st study using an independent sample t-test investigates the impact of humorous teaching videos. There are 59 participants in this study divided into 2 groups of a quasi-experimental design. The findings indicate that users in the experimental groups significantly like their tool more than users in the control group. The results with motivation and outcomes also show that the experimental group have significantly higher self-efficacy and learning outcomes than the control group. In the 2nd study, the author uses one- way ANOVA to examine the difference of 3 groups with 79 participants in total. Regarding flow experience, the results show that humorous VR videos enable users to have significantly higher level immersion than normal humorous videos. In terms of motivation, users watching humorous VR videos also have significantly more learning confidence than normal VR videos. However, VR videos have a higher effect on short-term memory, while videos with humor have a higher effect on delayed memory. VR videos can be a better marketing tool than humorous videos as it can also attract new learners and perform well in destination marketing, which can be used for promoting tourism or overseas study.
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