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The Effects of LCD Panel Type on Psychology of Video Game Players and Movie Viewers
Unformatted Document Text:  6 between computer literacy and viewing experience for those using the other two panels. A three-way interaction for presence (measured by “The game/movie-generated world seemed to me somewhere I really visited”) was also significant, F(2,48)=4.32, p<.05. In the gaming condition, computer literacy was positively related to presence for those using the S-IPS and S-PVA panel (Figure 4). For participants in the movie-watching condition, however, computer literacy was positively related to presence for those using the S-IPS panel and negatively for those using the S-PVA panel, whereas it was unrelated to those using the TN panel in both conditions. In summary, the present study found that computer literacy is a powerful factor (perhaps even more important than panel type) affecting users’ perceived level of realism and presence. It also has effects on monitor users’ enjoyment and satisfaction with contrast ratio, a key technical feature of LCD monitors. In general, computer literacy was positively associated with viewing experience, presence and satisfaction with contrast ratio when the IPS panel-type monitor is used in an interactive mode, i.e., for playing games. It is however negatively associated with viewing experience and satisfaction when used in a non-interactive mode, i.e., watching movies. As for the S-PVA panel type, computer literacy is positively associated with presence when playing games but negatively associated with contrast-ratio satisfaction. Discussion Implication Although the present study did not find a particular LCD panel that elicited the highest level of satisfaction, enjoyment, and presence under all conditions, our findings suggest important guidelines and insights for future research on psychological effects of display devices. In general, participants in the present study showed a slight preference for S-PVA panel over the S- IPS or TN panel types in terms of enjoyment; participants who interacted on a monitor with S-PVA panel perceived higher level of enjoyment than their counterparts in the other two conditions. However, no main effect for panel type was found on other UX measures. This is because the effects of panel type are qualified by users’ prior experience with computing technology. This finding encourages consumers to ask a practical question: Is it worth the money? Monitors with PVA panel are generally more expensive than IPS and TN panel monitors. The PVA panel monitor used in the experiment (MSRP=$1,100) was nearly twice as expensive as the S-IPS (MSRP=$640) and TN panel monitors (MSRP=$480). Whether consumers are willing to pay that much more to buy PVA panel monitors for “supposedly” greater enjoyment is questionable because consumers’ preference is largely influenced by a combination of product price and visible differences noticed during in-store demonstrations (which may not always be fair comparisons). Given our findings, only high-end gamers who are highly computer-literate may find the presence afforded by PVA Figure 4. Three-Way Interaction for Users’ Perceived Level of Presence

Authors: Kim, Ki Joon. and Sundar, S. Shyam.
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between  computer  literacy  and  viewing 
experience for those using the other two panels.   
A  three-way  interaction  for  presence 
(measured  by  “The  game/movie-generated 
world  seemed  to  me  somewhere  I  really 
visited”) was also significant, F(2,48)=4.32, p<.05. 
In the gaming condition, computer literacy was 
positively related to presence for those using the 
S-IPS  and  S-PVA  panel  (Figure  4).  For 
participants  in  the  movie-watching  condition, 
however,  computer  literacy  was  positively 
related  to  presence  for  those  using  the  S-IPS 
panel and negatively for those using the S-PVA 
panel,  whereas  it  was  unrelated  to  those  using 
the TN panel in both conditions. 
 In  summary,  the  present  study  found  that 
computer  literacy  is  a  powerful  factor  (perhaps 
even more  important than panel type) affecting 
users’ perceived level of realism and presence. It 
also has effects on monitor users’ enjoyment and 
satisfaction  with  contrast  ratio,  a  key  technical 
feature  of  LCD  monitors.  In  general,  computer 
literacy  was  positively  associated  with  viewing 
experience,  presence  and  satisfaction  with 
contrast  ratio  when  the  IPS  panel-type  monitor 
is  used  in  an  interactive  mode,  i.e.,  for  playing 
games. It is however negatively associated with 
viewing  experience  and  satisfaction  when  used 
in a non-interactive mode, i.e., watching movies. 
As for  the  S-PVA  panel  type,  computer  literacy 
is  positively  associated  with  presence  when 
playing  games  but  negatively  associated  with 
contrast-ratio satisfaction. 
 
Discussion 
Implication 
Although  the  present  study  did  not  find  a 
particular  LCD  panel  that  elicited  the  highest 
level  of  satisfaction,  enjoyment,  and  presence 
under  all  conditions,  our  findings  suggest 
important  guidelines  and  insights  for  future 
research  on  psychological  effects  of  display 
devices.  In  general,  participants  in  the  present 
study  showed  a  slight  preference  for  S-PVA 
panel over the S- IPS or TN panel types in terms 
of  enjoyment;  participants  who  interacted  on  a 
monitor  with  S-PVA  panel  perceived  higher 
level of enjoyment than their counterparts in the 
other  two  conditions.  However,  no  main  effect 
for panel type was found on other UX measures. 
This  is  because  the  effects  of  panel  type  are 
qualified  by  users’  prior  experience  with 
computing technology. 
This  finding  encourages  consumers  to  ask  a 
practical  question:  Is  it  worth  the  money? 
Monitors  with  PVA  panel  are  generally  more 
expensive than IPS and TN panel monitors. The 
PVA  panel  monitor  used  in  the  experiment 
(MSRP=$1,100) was nearly twice as expensive as 
the  S-IPS  (MSRP=$640)  and  TN  panel  monitors 
(MSRP=$480). Whether consumers are willing to 
pay that much more to buy PVA panel monitors 
for  “supposedly”  greater  enjoyment  is 
questionable  because  consumers’  preference  is 
largely  influenced  by  a  combination  of  product 
price  and  visible  differences  noticed  during  in-
store demonstrations (which may not always be 
fair  comparisons).  Given  our  findings,  only 
high-end  gamers  who  are  highly  computer-
literate may find the presence afforded  by PVA 
 
Figure 4. Three-Way Interaction for Users’ Perceived Level of Presence 


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