臺灣博碩士論文加值系統

本研究以設計領域的視角探討資訊視覺化的修辭、敘事與美學三個面向，彙整各面向在視覺化國際社群中被廣泛討論的理論、框架、原則和方法。本研究嘗試將視覺化研究領域的理論應用於設計實踐，進一步加強讀者的參與度、減少資訊負荷並促進洞察力。本研究執行了三個調查。調查一先釐清設計者以視覺表示八個概念的不同修辭是如何映射到目標讀者的視覺化素養，調查結果應用於調查二的實驗樣本設計。調查二中建立兩組視覺化材料，藉由調查結果驗證感知美學量表的鑑別力與信效度，以調整美學量表之題項並修正兩組視覺化材料供調查三使用。調查三之目的在於了解不同的敘事模式是否影響讀者資訊負荷、參與度與說服力；敘事結構在美學對參與度及說服力影響中是否為調節變量。本階段採用受試者間實驗設計，兩組材料各有實驗與對照組，讓 40 位受測者進行認知演練後，填寫量表評估以及口頭的洞察力自我報告。在經過三個調查後，發現在視覺化中適當地採用敘事模式結合互動設計，能提高讀者的參與度。在相同的美學下，雖無證據指出作者驅動能比讀者驅動更能協助增強讀者參與；但作者驅動的作者文本描述，卻能提高說服力。調查也發現美學感知與資訊負荷、參與度與說服力間具有相關性。設計師身為在資訊視覺化生產力中的一環， 應有效發揮自身在美學上的訓練，讓視覺化更能夠達到傳播的目的。

This study explores the rhetorical, narrative, and aesthetic aspects of information visualization from the perspective of the design field. It organizes the theories, frameworks, principles, and methods of these three widely discussed in the international visualization community. This research intends to apply those theories in the field of visualization research to design practice to design a human-centered visualization, further enhancing readers' participation, reducing information load, and promoting understanding and insight. The study implements three an investigation. In the first survey, it is necessary to clarify whether the visual rhetoric used by designers can be mapped to the visual literacy of the target readers. The purpose is to reduce the transmission path's noise and control the visualization's message. Primarily to establish the aesthetic clarity and legibility of the visualization, we applied the findings to the experimental sample design for Survey Two. In the second survey, we created two sets of visual materials to verify the discriminating power, reliability, and validity of the Visual Aesthetics Scale, utilizing the survey results to adjust the items of the aesthetic scale with the survey results and to correct the two groups of visual materials. Designed for use in Survey III. The purpose of survey 3 is to understand whether different narrative modes affect readers' information load, engagement, and persuasion; and whether the narrative structure is a moderating variable in the impact of aesthetics on engagement and influence. In this stage, we adopted a between-subject experimental design.
The two groups of materials had an experiment and a control group, and 40 subjects were asked to perform cognitive exercises, then fill in the scale evaluation and oral insight self-report. After three investigations, this study found that using NAPA Card's five narrative modes in visualization combined with interactive design can improve reader engagement. In this survey, author-driven and reader-driven narratives are under the same aesthetics. Although we cannot prove that author-driven can help readers better understand and participate in information context than reader-driven, author-driven author text description can Improve persuasion. There is a correlation between aesthetic perception and information load, participation, and persuasion in visualization. Therefore, as a part of the productivity of information visualization, designers should be able to use their aesthetic training to make visualization more effective in communication.

摘要 v
ABSTRACT vii
誌謝 ix
目錄 xi
表目錄 xv
圖目錄 xix
第一章 緒 論 1
1.1 定義問題空間 2
1.2 研究範圍與主題定義 3
1.3 研究問題與目標 5
第二章 文獻探討 7
2.1 「資訊視覺化」的定義 7
2.2 視覺化修辭 11
2.2.1 視覺修辭學 11
2.2.2 數據驅動敘事視覺化修辭 11
2.3 視覺化美學 12
2.3.1 美學的目的 12
2.3.2 美學的結構 13
2.3.3 審美的面向 15
2.4 視覺化敘事 17
2.4.1 數據驅動說故事 17
2.4.2 敘事結構：作者驅動與讀者驅動 18
2.4.3 敘事模式：NAPA Card 20
2.5 以人為本的視覺化訊息傳遞途徑 22
2.6 讀者的面向 23
2.7 國際業界設計師的設計方法 24
2.8 小結 25
第三章 研究與分析方法 27
3.1 研究目的 27
3.2 研究架構 27
3.3 研究方法與量表工具 30
3.3.1 實驗法 31
3.3.2 語意差異量表 32
3.3.3 資訊素養量表 32
3.3.4 訊息處理風格量表 33
3.3.5 感知資訊負荷量表 34
3.3.6 視覺化參與度量表 34
3.3.7 感知說服力量表 35
3.3.8 洞察力自我報告 36
3.3.9 半結構式訪談法 38
3.4 研究流程 38
3.5 分析方法 40
3.5.1 量化統計分析 40
3.5.2 質性分析：內容分析法 41
第四章 調查一：視覺化修辭 43
4.1 調查目的、方法與範圍 43
4.2 材料設計 47
4.3 問卷設計 58
4.4 結果分析 63
4.4.1 受訪者輪廓 63
4.4.2 密度 64
4.4.3 切割 66
4.4.4 次序 67
4.4.5 長度 69
4.4.6 分類 70
4.4.7 數量 73
4.4.8 邊界 76
4.4.9 色彩映射 77
4.5 小結 79
第五章 調查二：視覺化美學感知 81
5.1 調查目的、方法與範圍 81
5.2 材料設計 81
5.3 量表設計 93
5.4 分析結果 95
5.4.1 美學量表的鑑別力：項目分析 95
5.4.2 美學量表的效度：探索性因素分析 97
5.4.3 美學量表的信度分析 101
5.5 小結 104
第六章 調查三：敘事模式與敘事結構 107
6.1 研究假設 107
6.2 實驗設備 109
6.3 實驗設計 110
6.3.1 問卷與量表的設計 111
6.3.2 刺激物的設計 112
6.4 召募參與者與人口特徵 127
6.5 實驗步驟 127
6.6 分析結果 132
6.6.1 H1~H5：模型一各項檢定結果 132
6.6.2 H6~H8：模型二各項檢定結果 144
6.6.3 洞察力自我報告的分析 148
6.6.4 受測者的「信賴感」 160
6.6.5 個體差異：訊息處理風格與資訊素養 161
6.6.6 小結 165
第七章 綜合討論 169
7.1 研究發現 169
7.2 吸引力、訴諸情感和說服的合理性 170
7.3 參與度的積極影響 171
7.4 資訊層次與視覺流動 172
7.5 讀者的個體差異 174
7.6 謹慎地運用色彩 174
第八章 結論 177
8.1 研究成果與貢獻 177
8.1.1 資訊視覺化的設計檢查清單 177
8.2 研究限制與未來研究建議 182
參考文獻 183
附 錄 205
附錄A. 資訊素養量表 206
附錄B. 訊息處理風格量表 207
附錄C. 感知美學量表 208
附錄D. 感知資訊負荷量表 210
附錄E. 視覺化參與度量表（VisEngage） 211
附錄F. 感知說服力量表 212
附錄G. MAXQDA介面擷圖 213

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