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題名:參觀者對博物館使用AR與VR數位虛擬展覽科技之接受度研究
作者:李佳
作者(外文):LI, JIA
校院名稱:中原大學
系所名稱:設計學博士學位學程
指導教授:倪晶瑋
學位類別:博士
出版日期:2024
主題關鍵詞:博物館參觀者數位虛擬展覽擴增實境虛擬實境科技接受度模型良渚博物院museum visitordigital virtual exhibitionAugmented RealityVirtual RealityTechnology Acceptance ModelLiangzhu Museum
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在社會數位化與Covid-19大流行背景下,愈來愈多博物館採用擴增實境 (AR)、虛擬實境 (VR) 等數位虛擬展覽科技來提升競爭力。為了更好發揮這些科技在博物館展覽中的潛力,需要更多研究來瞭解,有哪些因素影響了參觀者對這些科技接受度。本研究的主要目的為:1)在TAM理論基礎下,探討影響博物館參觀者對虛擬展覽科技接受度之變項,以調修TAM結構方程模型;2)透過對調修後的結構方程模型分析,對結構方程模型之變項及其關係進行驗證;3)透過使用者訪談,輔助結構方程模型結果之解釋,並嘗試獲得量化研究外之成果。
本研究以良渚博物院穿戴式AR展覽科技與線上VR展覽科技為研究對象,採用量化與質性研究共構之方法進行研究。首先,藉由TAM理論與文獻探討結果,建構適用於博物館AR與VR展覽科技接受度之研究模型,並提出不同變項關係之假設;其次,製作基於上述研究模型之量表,蒐集問卷數據,並透過偏最小平方回歸 (PLS) 法,進行分析,再對不同變項及其間因果關係進行驗證;最後,也對使用該科技之參觀者進行訪談,以輔助量化結果之解釋。
主要研究成果:1)在 TAM 理論基礎下,調修 TAM 結構方程模型;2)本研究調修後的TAM結構方程模型中,大部分變項及其關係之假設均得到驗證;3)本研究發現,「舒適性」、「控制性」、「導航性」與「使用成本」,是影響參觀者對博物館中數位虛擬展覽科技接受度之關鍵變項;4)數位虛擬科技與網路科技雖具優勢,但仍須滿足參觀者差異化之需求。本研究成果,對博物館數位虛擬展覽科技之開發、設計與管理,具有理論與實踐意義。後續研究者可在以下各項,進行延伸探討:1)在質性與量化兩方面,對更多類型博物館個案;2)對更多類型參觀者;3)在本研究成果下,對數位虛擬展覽科技在不同類型、規模博物館中應用原則、方法等,作進一步研究。當然,也建議將時間維度納入探討與研究;或以手機為媒介進行探討。
Amidst societal digitalization and the COVID-19 pandemic, an increasing number of museums are adopting digital virtual exhibition technologies such as Augmented Reality (AR) and Virtual Reality (VR) to enhance their competitiveness. To fully harness the potential of these technologies in museum exhibitions, more research is needed to understand the factors influencing visitors' acceptance of these technologies. This study aims to achieve the following objectives: 1) explore the variables affecting museum visitors' acceptance of virtual exhibition technologies based on the Technology Acceptance Model (TAM) and adjust the TAM structural equation model; 2) analyze the revised structural equation model, validating the variables and their interrelationships; and 3) supplement the structural equation model results with user interviews to gain insights beyond the scope of quantitative research.
In this context, the study focuses on wearable AR exhibition technology and online VR exhibition technology at the Liangzhu Museum, employing a mixed-methods approach that integrates quantitative and qualitative research. Initially, based on the TAM theory and literature review, a research model suitable for assessing the acceptance of museum AR and VR exhibition technologies is constructed, along with hypotheses about different variable relationships. Subsequently, a questionnaire based on this model is developed to collect data, which is then analyzed using Partial Least Squares Regression (PLS). This analysis validates the causal relationships between different variables. Finally, interviews with visitors who have used these technologies are conducted to help interpret the results of the quantitative research.
The main findings of the research are as follows: 1) Under the theoretical framework of the TAM, the TAM structural equation model was modified; 2) In the modified TAM structural equation model of this study, most of the hypotheses concerning variables and their relationships were validated; 3) The study found that 'comfort,' 'control,' 'navigability,' and 'usage cost' are critical variables influencing visitors' acceptance of digital virtual exhibition technologies in museums; 4) While digital and online technologies offer numerous advantages, they still need to cater to the differentiated needs of visitors. The findings of this study have theoretical and practical significance for the development, design, and management of digital virtual exhibition technologies in museums. Future researchers could extend the investigation in the following areas: 1) qualitative and quantitative analysis of more types of museum cases; 2) studies involving a broader spectrum of visitors; 3) further research on the application principles and methods of digital virtual exhibition technologies in museums of various types and sizes, based on the results of this study. It is also recommended to incorporate the dimension of time in future studies or to explore using mobile phones as a medium.
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