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The Effects of LCD Panel Type on Psychology of Video Game Players and Movie Viewers
Unformatted Document Text:  5 literacy level) on each of the 19 UX variables. independent variables (panel type and stimulus type) and one measured variable (computer literacy level) on each of the 19 UX variables. For enjoyment, a main effect for panel type was found, F(2,48)=3.47, p<.05, such that participants exposed to the S-PVA panel (M=8.76, SE=.37) scored significantly higher on the “I enjoyed playing/watching the game/movie” item than those exposed to the S-IPS (M=7.50, SE=.39) and TN panel (M=7.58, SE=.39). Another main effect revealed that participants in the movie-watching condition (M=8.47, SE=.31) scored higher on the item than those in the gaming condition (M=7.43, SE=.32), F(1,48)=5.38, p<.05. Yet another main effect showed that the higher the computer literacy level, the greater the enjoyment, F(1,48)=14.38, p<.001. The analysis found interactions between stimulus type and computer literacy for perceived realism (measured by “During the game/movie, I felt I was in the world the game/movie created”; F(1,48)=7.65, p<.05), satisfaction with overall viewing experience (measured by “I was satisfied with the overall viewing experience provided by the LCD monitor”; F(1,48)=4.54, p<.05), and presence (measured by “When the movie/game ended, I felt like I came back to the real world after a journey”; F(1,48)=4.62, p<.05). For participants in the gaming condition, computer literacy level was positively related to perceived realism, satisfaction with overall viewing experience, and level of presence regardless of panel type used for playing the game. For participants in the movie condition, however, a reverse relationship was found, such that the computer literacy was negatively related to these three UX outcomes. The analysis revealed a three-way interaction predicting users’ satisfaction with contrast ratio (measured by “I was satisfied with the contrast ratio of the LCD monitor”; F(2,48)=4.12, p<.05). In the gaming condition, the relationship between computer literacy and satisfaction with contrast ratio was dependent on panel type, such that computer literacy was positively related to satisfaction with contrast ratio for those using the S-IPS and TN panel, and negatively related to those using the S-PVA panel (Figure 3). For those in the movie-watching condition, computer literacy was negatively related to satisfaction with contrast ratio for those using the S-IPS panel, whereas it was unrelated to those watching with the TN and S-PVA panel. Another three-way interaction was discovered in predicting users’ satisfaction with overall viewing experience (measured by “I was satisfied with the visual display quality of the LCD monitor”; F(2,48)=3.30, p<.05). For participants in the movie-watching condition, computer literacy was negatively related to overall viewing experience whereas it was positively related for those in the gaming condition. This pattern was found only when using the S-IPS panel monitor. There was no such genre-based distinction in the relationship Figure 3. Three-Way Interaction for Users’ Satisfaction with Contrast Ratio

Authors: Kim, Ki Joon. and Sundar, S. Shyam.
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literacy  level)  on  each  of  the  19  UX  variables. 
independent variables (panel type and stimulus 
type)  and  one  measured  variable  (computer 
literacy level) on each of the 19 UX variables. 
For  enjoyment,  a  main  effect  for  panel  type 
was  found,  F(2,48)=3.47,  p<.05,  such  that 
participants  exposed  to  the  S-PVA  panel 
(M=8.76,  SE=.37)  scored  significantly  higher  on 
the 
“I 
enjoyed 
playing/watching 
the 
game/movie” item than those exposed to the S-
IPS  (M=7.50,  SE=.39)  and  TN  panel  (M=7.58, 
SE=.39).  Another  main  effect  revealed  that 
participants  in  the  movie-watching  condition 
(M=8.47, SE=.31) scored higher on the item than 
those in the gaming condition (M=7.43, SE=.32), 
F(1,48)=5.38,  p<.05.  Yet  another  main  effect 
showed  that  the  higher  the  computer  literacy 
level,  the  greater  the  enjoyment,  F(1,48)=14.38, 
p<.001. 
The  analysis  found  interactions  between 
stimulus  type  and  computer  literacy  for 
perceived  realism  (measured  by  “During  the 
game/movie,  I  felt  I  was  in  the  world  the 
game/movie  created”;  F(1,48)=7.65,  p<.05), 
satisfaction  with  overall  viewing  experience 
(measured  by  “I  was  satisfied  with  the  overall 
viewing  experience  provided  by  the  LCD 
monitor”;  F(1,48)=4.54,  p<.05),  and  presence 
(measured by “When the movie/game ended, I 
felt  like  I  came  back  to  the  real  world  after  a 
journey”;  F(1,48)=4.62,  p<.05).  For  participants 
in the gaming condition, computer literacy level 
was  positively  related  to  perceived  realism, 
satisfaction  with  overall  viewing  experience, 
and  level  of  presence  regardless  of  panel  type 
used  for  playing  the  game.  For  participants  in 
the  movie  condition,  however,  a  reverse 
relationship  was found, such that the computer 
literacy was negatively related to these three UX 
outcomes. 
The analysis revealed a three-way interaction 
predicting  users’  satisfaction  with contrast ratio 
(measured by “I  was satisfied with the contrast 
ratio  of  the  LCD  monitor”;  F(2,48)=4.12,  p<.05). 
In  the  gaming  condition,  the  relationship 
between computer literacy and satisfaction with 
contrast  ratio  was  dependent  on  panel  type, 
such  that  computer  literacy  was  positively 
related  to  satisfaction  with  contrast  ratio  for 
those  using  the  S-IPS  and  TN  panel,  and 
negatively  related  to  those  using  the  S-PVA 
panel  (Figure  3).  For  those  in  the  movie-
watching  condition,  computer  literacy  was 
negatively  related  to  satisfaction  with  contrast 
ratio for those using the S-IPS panel, whereas it 
was  unrelated  to  those  watching  with  the  TN 
and S-PVA panel. 
Another 
three-way 
interaction 
was 
discovered in predicting users’ satisfaction with 
overall viewing experience (measured by “I was 
satisfied  with  the  visual  display  quality  of  the 
LCD  monitor”;  F(2,48)=3.30,  p<.05).  For 
participants  in  the  movie-watching  condition, 
computer  literacy  was  negatively  related  to 
overall  viewing  experience  whereas  it  was 
positively  related  for  those  in  the  gaming 
condition.  This  pattern  was  found  only  when 
using  the  S-IPS  panel  monitor.  There  was  no 
such  genre-based  distinction  in  the  relationship 
 
Figure 3. Three-Way Interaction for Users’ Satisfaction with Contrast Ratio 


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