臺灣博碩士論文加值系統

隨行動裝置與通訊技術的普及，為了鼓勵觀眾在眾多休閒娛樂選擇下進入博物館體驗，在「展示」方面透過適地性服務(location-based service)和衍生的遊戲化設計(gamification design)，不但提供了多元化的展示內涵、室內定位導航資訊、參觀行為數據收集和個人化的需求，甚至成為傳統博物館未來永續經營和轉型的新契機。
根據上述，本文以國立臺灣科學教育館(National Taiwan Science Education Center)為研究場域，旨在探討博物館如何在兼顧大眾教育使命的同時，融入科技技術與適地性遊戲，透過Beacon感測所收集的使用者定位數據，以服務設計觀點呈現博物館遊戲內容、使用者行為策略與展示空間三者交互影響的關連，建構包含情緒變化、遊戲重要性與滿意度分析、玩家類型服務方案等以使用者為中心的博物館遊戲體驗歷程，有助於使博物館單位和人員理解自身工作場域的相關研究成果，創造博物館從大眾認知的陳列空間轉換為遊戲體驗場域的設計參照。

With the increasing prevalence of mobile devices and communication technologies, museums have entered an era of integrated use of technologies and media in “exhibition”. In order to encourage people to visit museums despite the variety of leisure and recreational choices, location-based services and gamification designs have been created to increase the diversity of exhibition content, provide indoor positioning information, and collect statistics of visiting behavior and individual needs. For traditional museums, location-based services and gamification designs offer a new opportunity for sustainable growth and transformation.
Using National Taiwan Science Education Center as the research field, this study attempts to investigate how museums should integrate technologies and location-based services and visualize the regularities and correlations of game content, behavior strategies, and exhibition space based on users’ gaming statistics collected by Beacon while performing its mission of developing mass education. According to the gaming processes, user-centered game evaluation items including emotional change, player satisfaction, expectation gap are constructed. These items provide a foundation for designing the transformation of a museum from a display space to a gaming field.

目次
第一章 緒論...................1
第一節 研究背景與動機.......... 1
第二節 研究目的................4
第三節 名詞解釋................5

第二章 文獻探討................9
第一節 遊戲化博物館.............9
第二節 適地性遊戲..............16
第三節 遊戲體驗評估............24
第四節 視覺化呈現..............31

第三章 研究設計................35
第一節 研究架構與流程...........35
第二節 研究工具................42
第三節 資料處理................49

第四章 研究結果..................53
第一節 遊戲整體體驗分析.........53
第二節 博物館虛實整合分析.......72
第三節 玩家服務方案.............83
第四節 綜合討論................98

第五章 結論...................103
第一節 研究發現................103
第二節 研究建議................107

參考文獻........................111
附錄............................119

中文文獻
丁維欣、莊冠群、戴采如、黃琬淳、翁菁邑、林均霈 (2012)。博物館教育科技媒體：五個值得思考的問題。Journal of Museum & Culture，4， 169-196。
工業技術研究院 (2015)。工研院智慧室內定位技術聰明參觀購物。摘自https://www.itri.org.tw/chi/Content/NewsLetter/contents.aspx?&SiteID=1&MmmID=620605426331276153&SSize=10&SYear=2015&Keyword=&MSID=652756265676374704
王佳瀅 (2015)。兒童體驗設計模式初探─以故宮兒童文物體驗為例(未出版之碩士論文)。國立臺北教育大學，臺北市。
朱楠賢 (2016)。博物館推動科學教育之創新作為─以科教館為例。科學研習，55(11)，70-74。
余少卿、梁朝雲、莊育振(2003)。行動數位導覽之博物館應用探討。圖書資訊學刊，1(2)，1-24。
吳孟娟 (2012)。設計教育型適地性遊戲模型以發展學習者對長年野生糧食作物全方位思考(未出版之碩士論文)。國立交通大學，新竹市。
林廷蓉 (2013)。消費者服務體驗過程與元素之探討(未出版之碩士論文)。臺灣大學，臺北市。
林金定、嚴嘉楓、陳美花 (2005)。質性研究方法: 訪談模式與實施步驟分析。身心障礙研究季刊，3(2)，122-136。
林紅梅 (2012)。體驗經濟背景下酒店體驗營銷策略研究。廣東農工商職業技術學院學報，28，42-45。
段兆麟 (2006)。休閒農業—體驗的觀點。臺北市：偉華。
胡幼慧（1996）。質性研究：理論、方法及本土女性主義研究實例。臺北市：巨流。
孫惠平 (2012)。數位相機之品質關鍵因子研究(未出版之碩士論文)。華梵大學，新北市。
徐典裕、劉杏津、王秀雯 (2011)。兒童學習網站融入遊戲因子之研究─以國立自然科學博物館兒童數位博物館為例。博物館學季刊，25(2)，65-91。
徐忠鼎 (2015)。運用IPA模式探討教師產業工會服務品質之研究─以桃園地區為例(未出版之碩士論文)。大葉大學，彰化縣。
翁林璦 (2009)。以觀眾角度探討虛擬博物館之視覺經驗─以虛擬美術館為例(未出版之碩士論文)。國立成功大學，臺南市。
耿鳳英 (2006)。虛與實：新世紀的博物館展示趨勢。博物館學季刊，20(1)，81-96。
袁方 (2002)。社會研究方法。臺北市：五南。
馬睿平、林育如、林榮泰 (2014)。雲端技術輔助慶典活動服務設計的實踐： 以北投公園百年紀念系列活動為例。設計學報，19(2)，21-44。
張芬芬 (2010)。質性資料分析的五步驟：在抽象階梯上爬升。初等教育學刊，(35)，87-120。
張阜民、王秀郎、林意凡、高勝助 (2013)。建構一個適地性服務兼具行動監控的行動學習系統。科學與工程技術期刊，9(1)，67-77。
許志國 (2008)。由星巴克的成功看「賣體驗」。空運商務，18，111-114。
莫佳樺 (2010)。博物館特展觀眾消費決策研究─以「燃燒的靈魂‧梵谷」特展商店為例(未出版之碩士論文)。國立臺北教育大學，臺北市。
陳金仁 (2011年3月)。建構使用者對 Windows 7 的共識地圖。「2011 新媒體創作與資訊科技研討會」，彰化縣。
陳彥豪 (2011)。牌卡結合數位科技做為腦力激盪工具之研究─以物聯網產品為例(未發表之碩士論文)。國立臺灣科技大學，臺北市。
陳哲銘 (2003)。Geocaching─高科技的大地尋寶遊戲。地理研究報告， ( 39)，105-112。
陳哲銘 (2004)。24 N 121 E究竟在那裡？Degree Confluence Project告訴你地點的真相。地理教育，(30)，137-144。
陳慶峰 (2001)。從心流理論探討線上遊戲參與者之網路使用行為(未出版之碩士論文)。南華大學，嘉義縣。
郭品含 (2009)。自動化導覽解說系統之設計與實現─運用Cricket室內定位系統(未出版之碩士論文)。國立臺北教育大學，臺北市。
黃利巧 (2014)。博物館特展行銷策略之研究：以「蔡國強泡美術館」特展為例(未出版之碩士論文)。華梵大學，新北市。
彭勁淞 (2014)。真人版「密室逃脫」娛樂項目發展透視。商情月刊，26，132-132。
楊泰榮 (2009)。藉由遊戲設計以產出具信賴驗證的行動地理標籤系統(未出版之碩士論文)。國立政治大學，臺北市。
溫明輝 (2009)。電腦遊戲設計對使用者遊玩經驗與行為的影響(未出版之博士論文)。國立交通大學，新竹市。
葉宜婷 (2003)。數位博物館的迷思：數位博物館專案計畫成果發表會有感。 博物館學季刊，17(3)，133-138。
葉蓉樺 (2005)。從輔助學習的角度論科學類展覽的教育功能。博物館學季刊，19(1)，39-47。
熊自力 (2011)。公立托兒所家長對服務品質需求與滿意度之研究─以大園鄉立托兒所為例(未發表之碩士論文)。中國文化大學，臺北市。
趙晨帆 (2009)。遊戲玩家類型、可玩性與遊戲滿意度、及使用行為之研究─以免費線上休閒類遊戲為例(未發表之碩士論文)。國立中正大學， 嘉義縣。
蔡亦泰 (2010)。迷你筆記型電腦之產品改善策略(未發表之碩士論文)。國立交通大學，新竹市。
蔡佩芸 (2014)。遊戲化設計應用於文化導覽系統開發─以東方計時文化為例(未發表之碩士論文)，南臺科技大學，臺南市。
謝岳廷 (2016)。遊戲化活動APP對參與互動意願分析─以臉書粉絲專頁及實體活動為研究對象(未發表之碩士論文)。嘉南藥理大學，臺南市。
顏玉珍 (2014)。以顧客旅程地圖模式探討高齡社會的醫療服務品質─以S地區醫院為例(未發表之碩士論文)，國立高雄大學，高雄市。

英文文獻
Albert, W., & Tullis, T. (2013). Measuring the user experience: collecting, analyzing, and presenting usability metrics. San Francisco: Morgan Kaufmann.
American Alliance of Museums. (2016). Media & technology MUSE awards. from http://aam-us.org/about-us/grants-awards-and-competitions/muse-awards
Andreasen,E.& Downey,B. ( 2001). The MUD personality test. The Mud Companion, 1(1), 33–35.
Avouris, N. M., & Yiannoutsou, N. (2012). A review of mobile location-based games for learning across physical and virtual spaces. Journal of Universal Computer Science, 18(15), 2120-2142.
Barfield, W., Zeltzer, D., Sheridan, T., & Slater, M. (1995). Presence and performance within virtual environments. Virtual Environments and Advanced Interface Design, New York: Oxford University Press.
Barnett, L. (1990). Playfulness: definition, design, and measurement. Play & Culture, 3(4), 319-336.
Bartle, R. (1996). Hearts, clubs, diamonds, spades: Players who suit MUDs. Journal of MUD research, 1(1), 19.
Bartle, R. A. (2004). Designing virtual worlds. San Francisco: New Riders.
British Museum. (2015). Virtual reality: How the Samsung digital discovery centre created a virtual Bronze Age roundhouse. from https//blog.brishmuseum.org/2015/08/10/virtual-reality-how-the-samsung-digital-discovery-centre-created-a-virtual-bronze-age-roundhouse/
Bruns, E., Brombach, B., Zeidler, T., & Bimber, O. (2007). Enabling mobile phones to support large-scale museum guidance. IEEE Multimedia, 14(2), 16-25.
bv02. (2014). Estimote beacons at the museum of nature. from http://www.bv02.com/estimote-beacons-museum-nature/
Chen, J. (2007). Flow in games (and everything else). Communications of the ACM, 50(4), 31-34.
Chou, Y. K., Fuqua, J., & Yuan, W. (2015). Actionable gamification: Beyond points, badges, and leaderboards. Charleston: CreateSpace Independent Publishing Platform.
Csikszentmihalyi, M. (1997). Finding flow: The psychology of engagement with everyday life. New York: Basic Books.
Davis, K. (2007). Chore Wars. from http://www.chorewars.com/
Dean, D. (2002). Museum exhibition: Theory and practice: Routledge.
Dena, C. (2008). Emerging participatory culture practices player-created tiers in alternate reality games. Convergence: The International Journal of Research into New Media Technologies, 14(1), 41-57.
Din, H., & Hecht, P. (2007). The digital museum: A think guide Washington: American association of Museums.
Elwood, S., Goodchild, M. F., & Sui, D. Z. (2012). Researching volunteered geographic information: Spatial data, geographic research, and new social practice. Annals of the association of American geographers, 102(3), 571-590.
Feinleib, D. (2014). Why a picture is worth a thousand words big data bootcamp (pp. 63-84). Berlin: Springer.
Fernando, P. (1993). Paralanguage: A linguistic and interdisciplinary approach to interactive speech and sound. Philadelphia: JohnBenjamins Publishing.
Goehle, G. (2013). Gamification and web-based homework. Primus, 23(3), 234-246.
Goffman, E. (1974). Frame analysis: An essay on the organization of experience. Cambridge: Harvard University Press.
Goodchild, M. F. (2007). Citizens as sensors: the world of volunteered geography. GeoJournal, 69(4), 211-221.
Goodchild, M. F. (2010). Towards geodesign: Repurposing cartography and GIS? Cartographic Perspectives(66), 7-22.
Google Cultural Institute. (2016, JAN 21). Celebrating 5 Years with 1000 Partners. Retrieved JAN 21, 2016, from https://blog.google/topics/arts-culture/from-self-portraits-to-street-art-1000/
Grinder, A. L., & McCoy, E. S. (1985). The good guide: a sourcebook for interpreters, docents, and tour guides. Littleton: Ironwood Press.
Gwendolyn, C.C. (2000). The ZMET alternative. Marketing Research, 12(2), 6-12.
Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work?--a literature review of empirical studies on gamification. Paper presented at the 2014 47th Hawaii International Conference on System Sciences.
Hanington, B., & Martin, B. (2012). Universal methods of design: 100 ways to research complex problems, develop innovative ideas, and design effective solutions. New York: Rockport Publishers.
Hein, G. E. (1994). Evaluation of museum programmes and exhibits. Hooper-Greenhill , 306-312.
Joy, A., & Sherry, J. F. (2003). Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience. Journal of Consumer Research, 30(2), 259-282.
Kiili, K. (2005). Digital game-based learning: Towards an experiential gaming model. The Internet and higher education, 8(1), 13-24.
Kim, J., Lee, E., Thomas, T., & Dombrowski, C. (2009). Storytelling in new media: The case of alternate reality games, 2001–2009. First Monday, 14(6).
Kooragayala, S., & Srini, T. (2016). Pokémon GO is changing how cities use public space, but could it be more inclusive, from http://www.urban.org/urban-wire/pokemon-go-changing-how-cities-use-public-space-could-it-be-more-inclusive
Kosslyn, S. M., Seger, C., Pani, J. R., & Hillger, L. A. (1990). When is imagery used in everyday life? A diary study. Journal of Mental Imagery, 14, 131-152.
Kuniavsky, M. (2010). Smart things: Ubiquitous computing user experience design. Amsterdam: Elsevier.
Lawrance, J., Bogart, C., Burnett, M., Bellamy, R., Rector, K., & Fleming, S. D. (2013). How programmers debug, revisited: An information foraging theory perspective. IEEE Transactions on Software Engineering, 39(2), 197-215.
Lazzaro, N. (2004). Why we play games: Four keys to more emotion without story. Oakland: XEODesign.
Lehmann, L. (2012). Location-based Mobile Games. Munich: GRIN Verlag.
Lehmbruck, M. (1974). Museum architecture. Museum, 26(3-4), 126-279.
Li, C.-L., Laoudias, C., Larkou, G., Tsai, Y.-K., Zeinalipour-Yazti, D., & Panayiotou, C. G. (2013). Indoor geolocation on multi-sensor smartphones. Paper presented at the Proceeding of the 11th annual international conference on Mobile systems, applications, and services.
Martella, C., Miraglia, A., Frost, J., Cattani, M., & van Steen, M. (2016). Visualizing, clustering, and predicting the behavior of museum visitors. Pervasive and Mobile Computing. doi: http://dx.doi.org/10.1016/j.pmcj.2016.08.011
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. the Journal of Marketing,41(1), 77-79.
Matyas, S. (2007). Playful Geospatial Data Acquisition by Location-based Gaming Communities. Iranian Journal of Veterinary Research, 6(3), 1-10.
Matzler, K., Bailom, F., Hinterhuber, H. H., Renzl, B., & Pichler, J. (2004). The asymmetric relationship between attribute-level performance and overall customer satisfaction: a reconsideration of the importance–performance analysis. Industrial marketing management, 33(4), 271-277.
McCandless, D. (2010). The beauty of data visualization. TED website, h ttp://bit. ly/sHXvKc.
McGonigal, J. (2011). Reality is broken: Why games make us better and how they can change the world: Penguin.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64.
Moussouri, T., & Roussos, G. (2014). Mobile sensing, BYOD and big data analytics: New technologies for audience research in museums. Participations: Journal of Audience and Reception Studies, 11(1), 270-285.
National Endowment for the Arts. (2013). How a Nation Engages with Art:Highlights from the 2012 Survey of Public Participation in the Arts(SPPA) (pp. 20). Washington: National Endowment for the Arts.
NorthernLight. (2014). Philips Museum iPad game. 2014, from http://www.northernlight.nl/project/mission-eureka-interactive-ipad-game-for-philips/
O'Hara, K. (2008). Understanding geocaching practices and motivations. Paper presented at the Proceedings of the SIGCHI Conference on Human Factors in Computing Systems.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing,57(3),25.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing,49(4), 41-50.
Park, H. J., & Bae, J. H. (2014). Study and Research of Gamification Design. International Journal of Software Engineering & Its Applications, 8(8), 19-27.
Prensky, M. (2003). Digital game-based learning. Computers in Entertainment (CIE), 1(1), 21-21.
Prophets. (2014). Prophets innovates with iBeacon technology─BRING RUBENS BACK TO LIFE. from http://www.prophets.be/#/work/ibeacon/
Pucillo, F., & Cascini, G. (2014). A framework for user experience, needs and affordances. Design Studies, 35(2), 160-179.
Ramadan, R., & Hendradjaya, B. (2014). Development of game testing method for measuring game quality. Paper presented at the Data and Software Engineering (ICODSE), 2014 International Conference on.
Ritterfeld, U., Cody, M., & Vorderer, P. (2009). Serious games: Mechanisms and effects: Routledge.
Schiller, J., & Voisard, A. (2004). Location-based services: Elsevier.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
SCVNGR. (2012). LevelUp. from https://www.thelevelup.com/
Sebastian, D., Dan, D., Rilla, K., & Lennart, N. (2011). From game design elements to gamefulness: Defining gamification. Paper presented at the Proceedings of the 15th international academic MindTrek conference: Envisioning future media environments.
Selinker, M. (2011). The Kobold Guide to Board Game Design. WA: OPEN DESIGN LLC.
Spengler, C., & Müller, J. (2008). Marktkommunikation im Wandel: Welcher Marken-Touchpoint zählt. Community Marketing: Wie Unternehmen in Sozialen Netzwerken Werte Schaffen, 217-232.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
Temkin, B. D. (2010). Mapping The Customer Journey. Forrester Research.
The Interaction Design Foundation. (2015). User experience: An introduction and key concepts. from http://www.interaction-design.org
Tilson, D., Lyytinen, K., & Baxter, R. (2004). A framework for selecting a location based service (LBS) strategy and service portfolio. Paper presented at the System Sciences, 2004. Proceedings of the 37th Annual Hawaii International Conference on.
Tonge, J., & Moore, S. A. (2007). Importance-satisfaction analysis for marine-park hinterlands: A Western Australian case study. Tourism Management, 28(3), 768-776.
van Hagen, M., & Bron, P. (2014). Enhancing the Experience of the Train Journey: Changing the Focus from Satisfaction to Emotional Experience of Customers. Transportation Research Procedia, 1(1), 253-263. doi: http://dx.doi.org/10.1016/j.trpro.2014.07.025
Werbach, K., & Hunter, D. (2012). For the win: How game thinking can revolutionize your business: Wharton Digital Press.
Wilkinson, C. R., & De Angeli, A. (2014). Applying user centred and participatory design approaches to commercial product development. Design Studies, 35(6), 614-631. doi: http://dx.doi.org/10.1016/j.destud.2014.06.001
Yee, N. (2006). Motivations for play in online games. CyberPsychology & behavior, 9(6), 772-775.
Yiannoutsou, N., Papadimitriou, I., Komis, V., & Avouris, N. (2009). Playing with museum exhibits: designing educational games mediated by mobile technology. Paper presented at the Proceedings of the 8th International Conference on Interaction Design and Children.
Yin,R.K.(2009). Case study research：Design and methods.New York:Stage Publicat.
Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps: O'Reilly Media, Inc.