Mobile Augmented Reality (MAR) has becomes more widely used and provides the great context of an immersive virtual learning environment. However, sometimes the learning effect is influenced by the pleasing value, which is always subjective and learning driven. In order to ensure a successful launch of the MAR cultural interactive learning tool, it is extremely important to predict the pleasing value of design alternatives based on the common language understood by students. For learners, in the learning process, the value of pleasure comes from the improvement of external emotional interest as well as internal cognitive interest that learners already have. This research will examine if students have problems with operating the MAR, and to understand whether they have pleasing value and a learning performance. Thus, this research has proposed a difference of visual perception and a construction for the evaluation of pleasing value as well as the culture of learning performance between media students and students in other majors. The research team has chosen different cultural temples in Shi-lin and Tam-sui in Taiwan using the MAR systems to evaluate the correctness and speed of the reaction in between the two groups represented as: the experimental group and the control group. The research objects will be the second year/sophomore studentsat Taipei University of Marine Technology. There were two classes with different majors and there were 35 students in each class. This research took one of the classes as the experimental group with “MAR empirical teaching in cultural and environmental learning” and other class will be the control group using the traditional teaching method. The result from the experiment and the ANCOVA analysis indicates: (1) Based on the results of experiments, the participants appreciated the MAR approach. The learning performance of the students did improve significantly via ACNOVA. (2) The experimental group has a more significant effect compared to the control group in the aspect from the four learning performance constructions: stylistic, cultural value, cultural characterization and innovation services. (3) Through the bi-variance statistical analysis (One-Way, ANOVA), there was a significant positive correlation between pleasing value and the improvement of post-learning interest in the experimental group. This research found that based on the exploration factor from that the results the interfaces were built on a mobile phone with a touch-screen can be a model for the effectiveness examination, It can also expand the MAR application scope by incorporating it into teaching.
