Key Factors for Evaluating Visual Perception Responses to Social Media Video Communication

Chi-Jui Tsai and Wen-Jye Shyr ()
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Chi-Jui Tsai: Department of Advertising and Strategic Marketing, College of Communication, Ming Chuan University, 250 Zhong Shan N. Rd., Sec. 5, Taipei City 111, Taiwan
Wen-Jye Shyr: Department of Industrial Education and Technology, National Changhua University of Education, No. 1, Jin-De Rd., Changhua 500, Taiwan

Sustainability, 2022, vol. 14, issue 20, 1-15

Abstract: The purpose of this study was to investigate the key factors for creating a positive visual perception response evaluation for social media video communication. The aim of this study was to determine what factors of light sources impact visual perception to increase the interactions in social media video communication. First, the key factors of visual perception and response evaluation of visual effects in social media video communication were summarized and analyzed through an interview consultation panel of experts and scholars. Key factors were compiled into four dimensions (48 sub-dimensions), including (1) visual perception, with 12 sub-dimensions; (2) emotional perception, with 12 sub-dimensions; (3) preference perception, with 11 sub-dimensions; and (4) shape perception, with 13 sub-dimensions. Second, 12 experts and scholars were invited to form a panel to develop the Delphi technique questionnaire. After three Delphi technique questionnaires were conducted, the mean (M), mode (Mo), and standard deviation (SD) of each response were statistically analyzed, and the one-sample Kolmogorov–Smirnov test was used to analyze the appropriateness and consistency of the Delphi technique survey results. The results of this study indicate that 15 sub-dimensions met the criteria of appropriateness and consistency, which were used to establish 15 key factors for evaluating visual perception responses to social media visual communication. This study will provide a technical reference for the visual perception of digital messages in social media to improve the quality of visual perception of digital communication.

Keywords: social media; visual perception; light source illumination; response evaluation; key success factors; Delphi technique; K-S test (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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