A cognitive approach to user perception of multimedia quality: An empirical investigation

Whilst multimedia technology has been one of the main contributing factors behind the Web's success, delivery of personalized multimedia content has been a desire seldom achieved in practice. Moreover, the perspective adopted is rarely viewed from a cognitive styles standpoint, notwithstanding the fact that they have significant effects on users' preferences with respect to the presentation of multimedia content. Indeed, research has thus far neglected to examine the effect of cognitive styles on users' subjective perceptions of multimedia quality. This paper aims to examine the relationships between users' cognitive styles, the multimedia quality of service delivered by the underlying network, and users' quality of perception (understood as both enjoyment and informational assimilation) associated with the viewed multimedia content. Results from the empirical study reported here show that all users, regardless of cognitive style, have higher levels of understanding of informational content in multimedia video clips (represented in our study by excerpts from television programmes) with weak dynamism, but that they enjoy moderately dynamic clips most. Additionally, multimedia content was found to significantly influence users' levels of understanding and enjoyment. Surprisingly, our study highlighted the fact that Bimodal users prefer to draw on visual sources for informational purposes, and that the presence of text in multimedia clips has a detrimental effect on the knowledge acquisition of all three cognitive style groups. (c) 2006 Elsevier Ltd. All rights reserved.