Uncovering the Underlying Factors of Smart TV UX over Time: A Multi-study, Mixed-method Approach

Jincheul Jang, Dapeng Zhao, Woneui Hong, Youkyoung Park, Mun Yong Yi

Abstract: The objective of this research is to explore and identify Smart TV user experience (UX) factors over different time periods employing multiple methods so as to overcome the weakness of a single study approach. To identify the effect of contextual dimensions on the Smart TV UX, we conducted empirical studies exploiting different methods of think-aloud and diary method under two usage conditions: laboratory and real-life in the participants' residence. The factors identified through each study were integrated into a single set and further refined through peer review resulting in a final set of 19 UX factors. Metrics for these 19 UX factors were generated and used in an online survey, in which over 300 Smart TV users participated. The empirical evidences from each study suggest that the UX factors vary with respect to product temporality. The findings indicate practical implications for Smart TV manufacturers, marketing managers, application developers, and service providers.