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dc.contributor.authorChuang, Yaliangen_US
dc.contributor.authorChen, Lin-Linen_US
dc.contributor.authorChuang, Ming-Chuenen_US
dc.date.accessioned2014-12-08T15:20:03Z-
dc.date.available2014-12-08T15:20:03Z-
dc.date.issued2008-09-01en_US
dc.identifier.issn0747-5632en_US
dc.identifier.urihttp://dx.doi.org/10.1016/j.chb.2007.08.003en_US
dc.identifier.urihttp://hdl.handle.net/11536/14219-
dc.description.abstractIn this research, two joint evaluation rating methods (focus-on-attribute and drag-and-drop) and a separate evaluation rating method (focus-on-stimulus) are proposed for rating multiple visual stimuli with respect to multiple scales. All three interactive methods incorporate a real-time adjusting mechanism, allowing respondents to interactively adjust their ratings. Using the traditional paper-and-pencil method as the basis for comparison, the performance of these computer-based rating methods and the proposed real-time adjusting mechanism were investigated. First, it was found that the computer-based methods not only produced results equivalent to those produced by the paper-and-Pencil method, but also improved the data quality by preventing the occurrence of missing values and allowing respondents to adjust their scores. Second, the two joint evaluation methods performed better than the separate evaluation method in terms of usage experience, test-retest reliability, and the likelihood of simulating the daily shopping experience, in which multiple consumer products are often compared simultaneously. Of the two joint evaluation methods, the drag-and-drop method received better subjective evaluations than the focus-on-attribute method. Third, the proposed real-time adjusting mechanism was found to obtain better subjective satisfaction in rating. In summary, for measuring multiple visual stimuli with multiple scales, the computer-based joint evaluation rating methods using a real-time adjusting mechanism were found to be better choices among the measurement tools investigated. (C) 2007 Elsevier Ltd. All rights reserved.en_US
dc.language.isoen_USen_US
dc.subjectjoint evaluationen_US
dc.subjectseparate evaluationen_US
dc.subjectcomparative ratingen_US
dc.subjectreal-time adjustmenten_US
dc.titleComputer-based rating method for evaluating multiple visual stimuli on multiple scalesen_US
dc.typeArticleen_US
dc.identifier.doi10.1016/j.chb.2007.08.003en_US
dc.identifier.journalCOMPUTERS IN HUMAN BEHAVIORen_US
dc.citation.volume24en_US
dc.citation.issue5en_US
dc.citation.spage1929en_US
dc.citation.epage1946en_US
dc.contributor.department應用藝術研究所zh_TW
dc.contributor.departmentInstitute of Applied Artsen_US
dc.identifier.wosnumberWOS:000257975700012-
dc.citation.woscount1-
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