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Type :thesis
Subject :HD Industries. Land use. Labor
Main Author :Mohd Ekram Al-Hafis Hashim
Title :Development of a hexagon aesthetic user experience model for augmented reality comics
Place of Production :Tanjong Malim
Publisher :Fakulti Seni, Komputeran dan Industri Kreatif
Year of Publication :2022
Corporate Name :Universiti Pendidikan Sultan Idris
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Abstract : Universiti Pendidikan Sultan Idris
This study aims to examine the potential of synergising models from two different theories, known as aesthetic experience (AX) and user experience (UX), which highlight a sizeable theoretical gap for augmented reality comics (AR comics). Thus, a new model called aesthetic user experience (AUX) was purposed in this study. Design Development Research (DDR) model was adapted through research design in this study. Two evaluation phases namely Fuzzy Delphi Method (FDM) and Structural Equation Model (SEM) were used to develop and to test the constructs and elements. Five experts from comics and five experts from AR were selected to obtain the initial AUX constructs. The analysis was conducted based on FDM conditions: threshold, d≤ 0.2, expert consensus percentage > 70% and fuzzy score, Amax > 0.5. The FDM results have established seven constructs namely storytelling, amusement, harmony, inspiration, incentive, mindfulness and efficiency. Model validation was performed using SEM through confirmatory factor analysis (CFA). A total of 193 samples (n = 193) comprised of generation Y and millennials (born in 1982–2010) who had knowledge in the creative fields and information technology were selected. This analysis is based on the condition of model fit in CFA: factor loading ƛ > 0.7, df < 5.0, CFI and TLI > 0.8, RMSEA > 0.05 to 0.09 and convergent validity (AVE) > 0.45. The CFA analysis confirmed six constructs namely storytelling, amusement, harmony, inspiration, mindfulness and efficiency, hence the name hexagon AUX model. The new proposed model has immense implications for emerging areas of art and technology. Potential applications for the hexagon AUX models can be extended beyond VR comic such as VR drawing, AR painting and immersive digital art installation.

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