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    題名: Unlocking learning: Promoting culture brand through interactions with ancient locks in an SL virtual space
    作者: 謝佩璇
    Hsieh, P. H.
    貢獻者: 資科系
    關鍵詞: Second life ;Visitor satisfaction ;Information technology demands ;NCKU museum ;Ancient locks 
    日期: 2021-07
    上傳時間: 2021-12-23 15:37:49 (UTC+8)
    摘要: This study started with designing a virtual museum to exhibit the ancient Chinese locks that are in the collection of the National Cheng Kung University Museum in Taiwan (NCKUM). The exhibition is marketed with a cultural brand, Ancient Locks, in a virtual space in Second Life (SL). The purposes of this study are thus threefold: 1) to explore the museum visitors’ perspectives and their information technology (IT) needs, 2) to determine their different visiting styles when interacting with the museum docents, exhibition objects (i.e., ancient Chinese locks), and other visitors, and 3) to establish a model for marketing the cultural brand through the exhibition of ancient Chinese locks in both the real and the virtual museums. All visitors were invited to respond to a questionnaire after visiting either the real or the virtual exhibition sites to collect their feedback and suggestions. In total, 766 valid responses were received from visitors from different educational levels. The average level of satisfaction with their visits was above the midpoint, but they gave a below-midpoint score for their visiting needs, specifically, IT demands. In addition, visitors from different education levels gave significantly different responses regarding the satisfaction level and IT demands for their visit to the real and SL exhibitions. At the end of this study, a four-construct model containing different services for future visitors to select from is established for marketing the cultural brand internationally, especially through SL.
    關聯: Lecture Notes in Computer Science, vol.12794, Spinger, pp.389-405
    資料類型: book/chapter
    DOI 連結: https://doi.org/10.1007/978-3-030-77411-0_25
    DOI: 10.1007/978-3-030-77411-0_25
    顯示於類別:[資訊科學系] 專書/專書篇章

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