UPSI Digital Repository (UDRep)
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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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