Mobile multimedia: identifying user values using the means-end theory

ABSTRACT

This paper shows how basic human values are related to behavior patterns of the usage and production of mobile multimedia content. For these purposes we applied an interview technique called "Laddering", a technique referring to the means-end theory. These in-depth interviews establish relations between product characteristics (attributes), user behaviors (consequences) and basic values and user goals. We carried out interviews with 24 respondents. We found that the entertainment of other people, the exchange of content, the desire to save time and strategies to influence one's mood are the main driving forces for multimedia usage. Those are strongly related to basic values like social recognition, pleasure and happiness as well as to ambition. It is shown that usability aspects, like an intuitive UI, are strongly related to the users' desire for being effective and ambitious. Summarizing, we report the method's applicability in the realm of (mobile) HCI.

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INDEX TERMS

Primary Classification:
  J. Computer Applications
  J.4 SOCIAL AND BEHAVIORAL SCIENCES

General Terms:
Design, Human Factors

Keywords:
human goals and values, laddering, means-end theory, mobile multimedia, user experience, value-centered design