Profiles of the evaluators: impact of psychographic variables on the consumer-oriented quality assessment of mobile television

In the product development of services it is important to adjust mobile video quality according to the quality requirements of potential users. Therefore, a careful participant selection is very important. However, in the literature the details of participant selection are often handled without great detail. This is also reflected in the handling of experimental results, where the impact of psychographic factors on quality is rarely reported. As the user attributes potentially have a large effect to the results, we investigated the role of various psychographical variables on the subjective evaluation of audiovisual video quality in two different experiments. The studied variables were age, gender, education, professionalism, television consumption, experiences of different digital video qualities, and attitude towards technology. The results showed that quality evaluations were affected by almost all background factors. The most significant variables were age, professionalism, knowledge of digital quality features and attitude towards technology. The knowledge of these factors can be exploited in careful participant selection, which will in turn increase the validity of results as the subjective evaluations reflect better the requirements of potential users.

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