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文献综述
(包括国内外现状、研究方向、进展情况、存在问题、参考依据等)
Literature Review on 3D Virtual Exhibition
Ⅰ、 Situation of Study
Ⅱ、Research Directions
Many scholars from different fields have studied on 3D virtual exhibition from
different directions.
Technical study is the foundation of all other studies, if 3D virtual exhibition is
technically unrealizable, then other studies are of no value. Technical study, in another
word, is a study from the angle of exhibition organizers. What they study is whether a
3D virtual exhibition can substitute all the functions of a physical one.
The most important technology in 3D virtual exhibition is 3D computer graphics
which is mentioned before. Through there’re not many applications on 3D virtual
exhibition, the 3D computer graphics technology has been developed for many years
and is reaching maturity. The most popular field of 3D computer graphics application
is game. Most current games are three dimensional. For instance, in a racing game,
the drivers the cars and everything you can see are three dimensional and are the same
as you can see in a real race. In some sports games like FIFA, even the players are
exactly the same as those in the real world. You can find out which is Ronaldo, which
is Beckham, and every player you know. In terms of 3D virtual exhibition, there are
two major types. One is 3D virtual exhibition platforms like FairNFair, UnisFair and
Microsoft 3D virtual exhibition application. With these platforms, organizers can hold
different kinds of exhibitions, exhibitor can move in by themselves, choose from
different kinds of booths, upload logos, advertisements, promotion videos and 3D
product models. After that the system will set up a booth for you. The other type of
3D virtual exhibitions is disposable one. In this situation, the whole project is
designed for only one exhibition. Some researchers from Ca’ Foscari University of
Venice designed a 3D virtual exhibition call THE EINSTEIN TOWER WORLD,
which is a system conceived in occasion of the German Expressionism exhibition held
in 1997 at Palazzo Grassi in Venice. It accurately reconstructed the physical
exhibition. People who missed the German Expressionism exhibition can come to the
Einstein Tower World. They are one exhibition displayed in two different ways. (THE
EINSTEIN TOWER WORLD) These studies bring 3D virtual reality technology into
exhibition industry and laid a good foundation for 3D virtual exhibition.
For a virtual exhibition in a museum, the function is simple. The organizer only
needs to show the items to people. The spectators just come to watch. So set up the
exhibition is almost all the work. While in most cases, such as a trade fair, watch is
not enough, people need to talk to each other. So Human-human interaction is another
point studied. Due to the limitation of bandwidth and the servers’ processing capacity,
the current communication function is undertaken by individual instant messaging
(IM) tools like Skype, MSN and QQ. The FairTheWorld Company developed its own
IM tool Big-Boss Talk (BBT). These tools have already been used a lot in E-
Commerce and on-line exhibitions. These tools make on-line communication easy
and convenient, but it’s not as good as a real talk in effect. People still like to talk face
to face. It’s more casual than talk to a computer. Besides, in many situations, people
need to talk not only one to one but in a group. Some researchers from Kyoto
University realized that and developed a 3D virtual space for casual talks,
FREEWALK. FreeWalk is a meeting environment for casual communication in a
networked community, FreeWalk provides 3D common area where everyone can meet
and talk freely. FreeWalk represents participants as 3D polygon pyramids, on which
their live video is mapped. Voice volume remains proportional to the distance between
sender and receiver. (A 3D Virtual Space for casual meetings) These tools and studies
greatly improved the communication environment in 3D virtual exhibitions.
Another necessary work for both 3D virtual exhibitions and physical exhibitions
is statistics and study of users’ behavior. This helps the organizers to evaluate the
exhibitions, and to improve in later ones. On-line exhibition makes the statistics work
much easier. The computer can record data automatically. The click rates, the length
of stays, the amount of transaction and many other works which are too difficult for
human to do can be done as soon as the exhibition ends. Luca Chittaro and Lucio
Ieronutti from HCI Lab, Dept. of Math and Computer Science, University of Udine
developed a visual tool called VU-Flow for tracing users’ behavior in virtual
environments. This tool, is able to automatically record usage data of Virtual
Environments (VEs) and then visualize it in formats that make it easy for the VE
designer and exhibition organizer to visually detect peculiar users' behaviors. (A
Visual Tool for Tracing Users’ Behavior in Virtual Environments)
The above are technical studies which go from the angle of exhibition
organizers, while some other researchers tried to study 3D virtual exhibition from the
angle of exhibitors and spectators. Study from the standpoint of exhibitors means to
study whether the exhibitors can achieve their purpose with a 3D virtual exhibition.
Generally, the purposes of taking part in an exhibition are as follow, increasing sales,
getting information, opening relationships and promoting image. (参展商参展目的、
绩 效 评 估 及 其 相 关 关 系 研 究 ) In this respect, researchers have done some
comparative studies between 3D virtual exhibition and the physical one. As there are
not many 3D virtual exhibitions held until now, so this part of researches are base on
2D web exhibitions.
Some other researchers stand on the point of spectators, their studies aimed on
how to give the spectators the same experience in a 3D virtual exhibition as that in a
physical one. Wang Nan from Zhe Jiang University studied on this issue base on the
first time interests of users in virtual exhibition platform. The study illustrated the role
of interests of user in a virtual exhibition platform by the eye tracking system
experiments and user surveys. Made based on user interest in the virtual exhibition
platform for the research,opend a wider space for exhibition design,and provided a
better reference for designers from a rational point of view to better grasp the focus of
the exhibition design from a rational point of view, and design for users.(基于用户
兴趣的虚拟会展平台研究)
The above are the directions of current studies done on 3D virtual exhibitions.
Ⅲ、Research Progress
The exhibition industry has been developed for hundreds of years and the web
exhibition has a history of several decades too, while 3D virtual exhibition is a new
thing. Lacking of practices in the industry, the study on 3D virtual exhibition stays in
the basic theory stage.
The technical studies make up the majority of all the studies. All the functions of
a physical can be replaced in a 3D virtual exhibition by different tools. Some 3D
exhibition simulation softwares like FairNFair and UnisFair had been launched. Some
other exhibitions have already brought the 3D virtual exhibition into practice. The 3D
virtual on-line World Expo give people a chance to visit the World Expo at home and
for free. IM tools solved the on line communication problem. People can set up a
conversation to discuss their business on line at any time. You can even set up a
group, casual talk like that in a coffee break. Exhibition Information Management
System provides an effective interaction between the organizer and the exhibitor and
real-time releases the exhibition information, including calendaring and scheduling,
exhibition news, information of demands, recommendation of key projects, and so on.
The exhibition management system provides on line exhibitor and spectator
registering, booth ordering, and project registering before the exhibition; provides
exhibition management and information management during an exhibition; and
provides exhibition statistics after the exhibition. The exhibition business platform
system provides a platform for the exhibitors and spectators to negotiate, to transact
and to attract investment. Besides, based upon the strong information processing
ability of computers, the system can help intelligent project matching which can make
it much easier to find potential customers and suppliers. (基于网络技术的会展研究)
These studies greatly advanced the development of 3D virtual exhibition.
Due to lacking of study examples, the studies on 3D virtual exhibitions’
exhibitors and spectators are not intensive. Most of the studies are based on
hypothetical models. Others take 2D web exhibitions as examples, which are the same
style as the 3D virtual exhibitions. These studies point out the advantages and
disadvantages of 3D virtual exhibitions compared to physical exhibitions. Web
exhibition has no limitation of location. Exhibitors and spectators from anywhere of
the world can take part in any web exhibitions. Web exhibition has no limitation of
time, it can be held for a day, a week, a year, or forever. Spectators do not need to
arrange their time. They can visit the exhibition at any time they want as long as the
exhibition is there. The web exhibition has no limitation of venue. The size of the
exhibition can be as large as needed. The cost of participating in a web exhibition is
low for both exhibitors and spectators. There’s no venue rent, no travelling expense,
and no accommodation fee. However web exhibition has serious weakness. For some
products, trying in person is necessary. For foods and drinks, if you don’t try, you will
never know how it tastes. For clothes, if you don’t touch, you will never know the
handle of the material. People can not know well about these products through a web
exhibition. Besides, trying in person, talking face to face, and trading in reality are the
way that people are used to and done many years. Many people feel inconvenient and
strange of web exhibitions. These factors blocked the development of web
exhibitions. (网络会展对馆场会展的冲击及其思考)
The above are the progress of the current studies.