滾動講述網頁設計對於遠距臨場感、感知趣味性與造訪意圖的影響

Abstract

使用者體驗（UX）在數位化時代的重要性日益增加，線上體驗已成為消費者選擇旅遊平台的重要因素，而旅客也愈發重視與目的地文化的連結和背後的故事。現今，目的地說故事已成為常見的推廣方法，隨著數位科技的發展，這些故事逐漸從傳統媒介轉向數位敘事，幫助旅遊業者獲得競爭優勢。

滾動講述技術作為新興的視覺敘事網頁設計，藉由動態效果和互動性提升使用者的參與度和情感共鳴，其在旅遊實務領域的應用仍較少。學術研究尚未充分探討滾動講述設計在旅遊網站中的應用，本研究旨在填補這一空白，探討其在旅遊網頁中的應用，並為未來旅遊業者提供參考。

本研究著重探討不同旅遊網頁設計在電腦裝置上對遠距臨場感、感知趣味性與造訪意圖的影響。本研究採用隨機分配的單因子組間實驗設計，比較滾動講述網頁與常規網頁在遠距臨場感、感知趣味性和造訪意圖上的平均差異，並進一步探討這三者之間的關係。研究發現，在電腦裝置上，滾動講述設計的旅遊網頁在遠距臨場感、感知趣味性與造訪意圖方面均優於常規網頁。遠距臨場感正向影響感知趣味性和造訪意圖，而感知趣味性也正向影響造訪意圖。此外，本研究發現感知趣味性在遠距臨場感與造訪意圖之間存在部分中介效果。

本研究為滾動講述應用於目的地說故事的初探性研究，證實其在電腦裝置上對遠距臨場感、感知趣味性和造訪意圖的優勢，具有提升旅遊網站的使用者體驗和產業競爭力的潛力。

The importance of User Experience (UX) has been increasing in the digital age. Online experiences have become a crucial factor for consumers when selecting travel platforms. Modern travelers increasingly prioritize connecting with the culture of the destination and the narratives that define it. Destination storytelling has become a common promotional method, and with the development of digital technology, these stories have gradually transitioned from traditional media to digital narratives, enabling tourism operators to gain a competitive advantage.

Scrollytelling is a novel visual web design technique that enhances user engagement and emotional connection through dynamic effects and interactivity. Despite its potential, its implementation in the tourism industry remains scarce. Academic research has yet to thoroughly investigate scrollytelling design in travel websites. This study seeks to address this gap by analyzing its utilization in travel webpages and providing insights for future tourism operators.

This study examines how different designs of travel webpages on computer devices influence telepresence, perceived playfulness, and visit intention. A single-factor between-subjects experimental design with random assignment was employed to compare scrollytelling webpages and regular webpages. The study also investigates the relationships among these variables. The findings indicate that, on computer devices, scrollytelling webpages outperform regular webpages in terms of telepresence, perceived playfulness, and visit intention. Telepresence has a positive effect on perceived playfulness and visit intention, while perceived playfulness also positively impacts visit intention. Furthermore, the study reveals that perceived playfulness partially mediates the relationship between telepresence and visit intention.

This study is an initial exploration of the application of scrollytelling in destination storytelling, demonstrating its advantages in enhancing telepresence, perceived playfulness, and visit intention on computer devices. These findings illustrate its potential to improve user experience and market competitiveness for travel websites.