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研究生: 張雅玟
Chang, Ya-Wen
論文名稱: 以元宇宙設計策略喚起跨世代之市場記憶和情感
Evoking cross-generational market memories and emotions with metaverse design strategies
指導教授: 簡瑋麒
Chien, Wei-Chi
學位類別: 碩士
Master
系所名稱: 規劃與設計學院 - 工業設計學系
Department of Industrial Design
論文出版年: 2023
畢業學年度: 111
語文別: 英文
論文頁數: 132
中文關鍵詞: 元宇宙多人虛擬環境體驗設計故事文化設計
外文關鍵詞: Metaverse, multiplayer virtual environment, experience design, storytelling, cultural design
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  • 在這不斷變化且迅速發展的數位時代,元宇宙成了一種極具潛力與發展性的概念。元宇宙是一個虛擬世界,讓使用者能夠透過虛擬身份(Avatar)進入一個身臨其境的虛擬體驗空間,人們能切換在多個虛擬空間內,甚至進行社交行為與互動。它不僅提供了無限的想像空間,還能夠與現實世界進行交流,成為我們生活的一部分。我們認為元宇宙不僅僅是一個科技概念,更能作為觸動人們記憶和情感的方式。因此,我們提出了以元宇宙設計策略來喚起這些市場記憶和情感的想法。
    我們的設計策略旨在透過創新的元宇宙體驗,讓新世代及其父母能夠回憶起他們共同的市場記憶和家鄉情感,並建立更深層次的連結。透過融合傳統文化元素、家庭價值觀和當代科技,我們希望為使用者提供一個獨特而有意義的元宇宙體驗。
    這種設計策略不僅僅是為打造一個線上的虛擬市場,更是一種情感觸動的工具。透過喚起共同的市場記憶和情感,我們相信能夠創造一個更有意義和有價值的市場體驗,並為新世代及其父母以及家鄉之間建立更緊密的聯繫。
    我們透過故事情節、重新演繹傳統文化或是重塑家庭傳承的市場記憶,我們致力於透過元宇宙設計策略創造出真正深入人心的體驗。我們相信這種情感共鳴能夠激發使用者的想像力、創造力和社交互動,同時營造一種溫暖而令人難忘的市場環境。
    本文目的在探索這個充滿潛力和無限可能性的元宇宙世界。無論是新世代年輕人還是他們的父母,我們期待透過這個虛擬體驗讓他們找到共鳴和情感聯繫。以元宇宙設計策略喚起市場記憶和情感,我們致力於創造一個更加聯結世代和文化的體驗。

    In this ever-changing and rapidly digital era, the metaverse has emerged as a highly potential concept. The metaverse is a virtual world where users can enter immersive virtual experiences through their digital avatars, enabling them to switch between multiple virtual spaces and engage in social interactions. It offers limitless imagination and the ability to connect with the real world, becoming an integral part of our lives. We believe that the metaverse is not merely a technological concept but also a means of triggering memories and emotions in people. Thus, we propose the idea of using metaverse design strategies to evoke market memories and emotions.
    Our design strategies aim to evoke shared market memories and hometown emotions in the younger generation and their parents through innovative metaverse experiences. By integrating elements of traditional culture, family values, and contemporary technology, we seek to provide users with a unique and meaningful metaverse experience.
    These design strategies go beyond creating an online virtual marketplace. They serve as tools for emotional engagement. By evoking shared market memories and emotions, we believe we can create a more meaningful and valuable market experience, establishing stronger connections among the younger generation, their parents, and their hometowns.
    Through storytelling, reinterpretation of traditional culture, and the recreation of market memories, we strive to create metaverse experiences that connect deeply with users. We believe that such emotional resonance can stimulate users' imagination, creativity, and social interactions while create a warm and unforgettable online experience.
    The purpose of this paper is to explore the potential and infinite possibilities of the metaverse world. Whether it is the younger generation or their parents, we aim to provide a virtual experience that resonates and establishes emotional connections. By employing metaverse design strategies to evoke market memories and emotions, we are committed to creating an experience that bridges generations and cultures.
    In this research, we delves into the metaverse as a platform for evoking market memories and emotions. Through our design strategies, we strive to create a metaverse experience that resonates with the younger generation, their parents, and their shared cultural and market experiences. We aim to foster deeper connections and create a more immersive and emotionally impactful virtual world.

    摘要 iii SUMMARY iv 致謝 vi TABLE OF CONTENTS vii LIST OF TABLES ix LIST OF FIGURES x CHAPTER 1 INTRODUCTION 1 1.1 Research Motivation 1 1.2 Research Question and Purpose 3 CHAPTER 2 LITERATURE REVIEW 5 2.1 Self-exploration and Culture 5 2.2 Virtual-Reality Difference: The Relationship Between Virtual Worlds and the Physical Reality 11 2.3 Action Research 13 2.4 Online Curation 16 2.5 Case Studies 18 CHAPTER 3 RESEARCH PLAN 29 3.1 Research Framework 30 3.2 Background Research 31 Interviews with Young People 31 Interviews with the Market Operator 35 3.3 Interview and Survey 37 Foreigner Market Visit and Interviews 37 3.4 Memories-to-Go: Cultural Map Experience on Gather.Town 45 CHAPTER 4 MEMORIES-TO-GO ONLINE VIRTUAL EXPERIENCE 46 4.1 Introduction 46 4.2 Visual Presentation 48 4.3 Space Overview 55 4.4 Online Cultural Parent-Child Experience 63 CHAPTER 5 RESULTS 65 5.1 Interview Results 65 Reminisce 66 Place Attachment 68 Parent-child Interaction 69 Online experience convenience and operational difficulty 70 Suggestions for Improving the User Interface 71 Individual difference 71 5.2 Attrackdiff Scale Results 72 5.3 Screen Recording Analysis 84 5.4 Review of Research Results 85 CHAPTER 6 DISCUSSION 88 6.1 Design intervention and Local Values of the Younger Generation 88 Participate design 88 Parent-child Engagement and Conversation 89 Online interactions that encourage resonance 90 6.2 Cultural Context in the Online Experience 91 6.3 Transmission and Preservation of Memory in the Market 92 6.4 Reflection 93 CHAPTER 7 CONCLUSION 95 7.1 Research Review 95 7.2 Research Contribution 97 7.3 Research Limitations 98 7.4 Future Work 99 REFERENCES 102 interview transcript 112 A.1 interview with young people 112 A.2 Interviews with market managers 118 A.3 Interviews and Foreigner Market Experience 121 A.4 Interviews of Memories-to-Go 128

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