現在的展覽不再只限於知識的傳遞，更要具有創新的娛樂效果，觀眾在展場中經歷各種互動體驗，於是從「觀展者」轉變為「體驗者」的角色。展覽不再是單方面的訊息傳達，而是體驗者與展覽之間的互動所構成。因此每一位體驗者在互動展覽中的專屬經歷變得相當重要。透過每位體驗者的不同操作產生差異性，這樣的專屬感能創造出更多討論的話題、增加學習新知的效果。因此如何在互動展覽中營造專屬感是一件值得探討的議題。本研究的目的可分為兩個階段，第一階段透過EGM評價構造法，藉由2015年於台灣的「解密國家寶藏」展覽捕捉並歸納專屬感的魅力因子。第二階段的實驗，本研究將受測者以威廉瑪斯頓的人格特質理論作為分群依據，設計了互動體驗的實驗，透過數量化I類分析得到各專屬感魅力因子對於不同性格的體驗者之權重關係，最後討論出專屬感的營造機制。研究結果可歸納為三大部分，第一部分為專屬感的三類營造方式：一、新奇獨特的體驗：透過新鮮的技術讓觀眾有新奇感。二、產生情感連結：外在或心理因素讓觀眾與展覽之間有所連結。三、專屬的紀念，留下屬於自己的獨特回憶。第二部分為不同性格的觀展者，在互動多媒體展覽中，所重視的專屬感因素不盡相同。支配型喜歡自己操作、掌握，影響型在乎自己在體驗中的各種經歷，穩健型重視體驗後的成果，分析型注重屬於自己獨特的紀念。第三部分為專屬感的營造機制，在體驗的開始，藉由新奇獨特的體驗提起體驗者的興趣，透過可以自己操作的互動，得到有感的回饋，同時使用情感連結的設計貫穿整個體驗過程，體驗完畢時，讓體驗者帶走自己創造的獨一無二紀念品，結束整個完整的專屬感互動體驗。

Exhibitions in present times not only promote knowledge transfer but also provide innovative entertainment to visitors, who can enjoy various interactive experiences. Since the hands-on experience enjoyed by every visitor is unique, these differences can create an exclusive emotional experience which is likely to spark further discussion and enhance one’s learning experience. Therefore, to create a sense of exclusivity in an interactive exhibition is worth exploring. The purpose of this study can be divided into two phases, the first stage conducting EGM(Evaluation Grid Method) interviews, by 2015 in Taiwan Discovering national treasure exhibition to capture and summarize the exclusive sense's attractive factors. The second stage of the experiment, this study subjects according to Marston’s personality theory as a group basis to design the interactive experience experiment, through the quantitative type I analysis to get the exclusive sense attractive factor's weights to the experiencer of different character, finally discussed the build mechanism of exclusive sense. The research results can be summarized as three parts, the first part is the exclusive sense three principles: 1. Novel and unique experiences: new technologies can bring a sense of novelty to visitors; 2. Creating emotional connections: external or psychological factors which can forge a connection between visitors and the exhibition and 3. An exclusive memory: to create a unique experience for oneself. The second part are divided into different character visitors, the importance exclusive sense factors attached is different. Dominance type like to operate, control by themselves, the influence care about his experience in the various experience, Steadiness experiencer focus on the results, Conscientiousness focus on their own unique memory. And the third part is the creation mechanism of exclusive sense. At the beginning of the experience, by the new and unique experience to bring the experiencers' interests and through the operational interaction by themselves, get inductive feedback, at the same time use the emotional link design through the whole experience, after the end of experience, the experiencer finally can take away the unique souvenir and end up the whole exclusive sense interactive experience.

摘要 ii
SUMMARY iii
誌謝 iv
TABLE OF CONTENTS vi
LIST OF TABLES ix
LIST OF FIGURES x
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Research Purposes 3
1.3 Research Scope and Limitation 4
1.4 Research Framework 4
CHAPTER 2 LITERATURE REVIEW 6
2.1 Interactive Multimedia Exhibitions 6
2.1.1 Definition of interactive multimedia exhibitions 6
2.1.2 Visiting behaviors and emotional reactions 7
2.1.3 Emotional experience 10
2.1.4 Summary 12
2.2 Personality 13
2.2.1 Basic theory of personality 13
2.2.2 DISC personalities and classification 13
2.2.3 Summary 16
2.3 Sense of exclusivity 16
2.3.1 Definition of sense of exclusivity 16
2.3.2 The applications of sense of exclusivity in interactive multimedia exhibitions 18
2.3.3 Summary 20
2.4 Research and Analysis Methods 20
2.4.1 Miryoku engineering and evaluation grid method 21
2.4.2 Quantification Method of Type I 21
2.4.3 Focus Group Method 22
2.4.4 KJ Method 22
2.4.5 Summary 23
2.5 Conclusion 23
CHAPTER 3 CAPTURING ATTRACTIVE FACTORS OF SENSE OF EXCLUSIVITY 24
3.1 Exhibition Content 24
3.1.1 QI-XIANG Paradise Area 25
3.1.2 JIE-MI Treasure Area 27
3.2 Interview Time and Place 30
3.3 Interview Respondents and Number 30
3.4 Interview Process 30
3.5 The extraction of attractive factors of sense of exclusivity 31
3.5.1 The summarization and sorting of top-layer abstract concepts and psychological feelings 31
3.5.2 The summarization and sorting of middle-layer phenomenon description and bottom-layer specific conditions 34
3.5.3 Three principles for building sense of exclusivity 38
3.6 Discussion about the Results of Attractive Factor Capture 39
3.6.1 Novel and Unique experience 39
3.6.2 Emotional connection 40
3.6.3 Exclusive memory 42
3.7 Summary 42
CHAPTER 4 EXCLUSIVE SENSE OF VALIDATION AND WEIGHTS 43
4.1 Experimental Design 43
4.1.1 The conversion of attractive factors 43
4.1.2 Experimental process 48
4.1.3 The use of DISC scale 49
4.1.4 Cartoon preparation 52
4.1.5 Preparation of physical cards 55
4.1.6 Preparation of rubbing materials 55
4.1.7 Questionnaire design 56
4.2 Actual Testing 59
4.2.1 Experimental time and place 59
4.2.2 Experimental subjects and number 59
4.2.3 Experimental process 59
CHAPTER 5 ANALYSIS RESULTS AND DISCUSSION 61
5.1 Basic Analysis 61
5.1.1 Overall satisfaction 62
5.1.2 Overall Exclusive Sense 63
5.2 Quantitative analysis of Type I 64
5.2.1 Dominance - Lion 64
5.2.2 Influence - Peacock 67
5.2.3 Steadiness - Koala 71
5.2.4 Conscientiousness - Owl 74
5.3 Quantitative Type I Cross-Analysis Results 77
5.3.1 New and unique experience influencing factors 77
5.3.2 The impact factor for generate emotional link 78
5.3.3 Exclusive Memorial influence factor 79
5.3.4 Effect factors of overall exclusive sense 80
5.4 Summary 81
CHAPTER 6 CONCLUSION AND SUGGESTION 83
6.1 Research results 83
6.1.1 Build Three Principles of Exclusive Sense 83
6.1.2 Weights Relation of Exclusive Sense Factor 84
6.1.3 Creation Mechanism of Exclusive Sense 85
6.2 Research Review and Future Prospects 86
REFERENCES 87
Appendix A EGM Interviews raw data 93
Appendix B Interactive experiences questionnaire 95
Appendix C Questionnaire collected raw data 97

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