sustainability
Article
Key Factors for Evaluating Visual Perception Responses to
Social Media Video Communication
Chi-Jui Tsai 1 and Wen-Jye Shyr 2, *
Citation: Tsai, C.-J.; Shyr, W.-J. Key
Factors for Evaluating Visual
Perception Responses to Social Media
Video Communication. Sustainability
2022, 14, 13019. https://doi.org/
10.3390/su142013019
Academic Editors: Muhammet Usak,
Milan Kubiatko, Kamisah Osman
and Cem Birol
Received: 11 September 2022
Accepted: 9 October 2022
Published: 12 October 2022
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This article is an open access article
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4.0/).
Sustainability 2022, 14, 13019. https://doi.org/10.3390/su142013019
1 Department of Advertising and Strategic Marketing, College of Communication, Ming Chuan University,
250 Zhong Shan N. Rd., Sec. 5, Taipei City 111, Taiwan
2 Department of Industrial Education and Technology, National Changhua University of Education, No. 1,
Jin-De Rd., Changhua 500, Taiwan
* Correspondence: shyrwj@cc.ncue.edu.tw
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 dimen-
sions (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
1. Introduction
With internet technologies and social media development, digital communication
is made possible by messages and online interactions. People share news and content,
discuss topics, and exchange emotions on social media; it has become an effective tool
for information exchange and interpersonal interaction [1,2]. Social interactions among
users enhance mutual understanding and can be considered positive communication
behaviors that build social relationships [3]. In social media, user-to-user interactions
allow people to influence each other’s perceptions, experiences, attitudes, preferences,
and behaviors. Regarding digital social media, users exchange messages for a variety
of reasons: to positively impact their knowledge and usage behaviors or consumption
attitudes; to exchange ideas or product information; and to share experiences [4]. With
frequent information exchange, users obtain relevant information, increase their consumer
knowledge, and become familiar with each other. Interactions can gradually deepen users’
mutual understanding and trust, promote friendship and intimacy between users, and
promote a sense of recognition and belonging [5]. Due to the heterogeneity among social
media users, a few users may have information, knowledge, and experience that other
users do not have, making social media an “information source”. This source becomes a
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Sustainability 2022, 14, 13019 2 of 15

platform for exchanging information, sharing related experiences, and discussing topics
where users can obtain information regarding topics [6].
Color assessment by people is influenced by many factors. Above all, they are differ-
ences in the light source that can give different color impressions depending on the spectral
range. Apart from that, the characteristics of the observed object are important as well
as environmental conditions connected to the observation direction or light position [7].
However, visual color, luminance, RGB values of colors, or specific color combinations
also affect preference perceptions and judgments. Different color attributes such as hue,
saturation, and brightness affect users’ attention differently. Analyses of the data on visual
attention and preference perceptions indicate that the level of luminance and saturation
is more important than hue in attracting attention. Visual attention is the most attractive
when colors with maximum saturation and luminance are used.
Key factors are those aspects that must be well-managed in order to achieve success.
The results could guide managers in the implementation of effective critical success factors
in an effort to mitigate management problems in competitive sectors [8,9]. These factors that
are unique and critical in their businesses are worth exploring. The key factors identified by
this study can provide reference for the visual perception of digital messages in social media
to improve the quality of visual perception of digital communication and provide referential
indicators and suggestions for future studies. Regarding the research methods, in addition
to consulting relevant university educationalists and industry experts by conducting in-
depth interviews, this study summarizes the valuable experiences and opinions adopted
the Delphi technique to analyze the possible key factors.
In this study, the key factors for understanding the visual perception of lights and
colors in social media video communication were explored in terms of the performance
of response evaluation of social media visual perceptions. This study aimed to construct
an index of key indicators of visual perception response evaluation in social media video
communication. The research purpose of this study includes the following: (1) to explore
and determine the key factors that influence visual perception response evaluation in social
media video communication; (2) to construct the contents and dimensions of the key factors
for the visual effect of lights and colors of social media video communication; and (3) to
explore the reference indexes for visual perception response evaluation in social media
video communication. The findings can be used by subsequent users and researchers
to create a positive visual perception for video users while drawing on light application
techniques to inspire positive feelings for social media users.

2. Literature Review
2.1. Social Media Analysis
COVID-19 has ushered in a new phase and has produced a new way of interacting
with each other. Social media and communication methods have shifted from relying on
public and mass communication channels, such as newspapers, television, and radio, to
social media platforms, such as Facebook, YouTube, Instagram, and Twitter [10]. Social
media allows the public to communicate with individuals and organizations and become
a source of information while being affordable and easy to share [11]. In addition, social
media technologies and the nature of social networks provide new ways of communicating,
allowing other users to share information and express themselves through a network of
social connections [12].
Social media platforms have become a vital resource and source for gathering and
collecting users’ experiences, views, and information because of their popularity [13]. The
use of social media to search for relevant information has grown exponentially, making
it easier for consumers and users to interact and communicate with other people and
product marketers [14,15]. Therefore, many people use social media as a channel and
method to share their opinions, experiences, ideas, and marketing. Since people were
limited by social distancing during the pandemic [16–18], social media platforms became
an essential tool for people to interact, share information, and communicate during this
Sustainability 2022, 14, 13019 3 of 15

time. It continues to be an important communication tool for users to seek information

about their consumption, interests, reading, and communication; participate in behavioral
observations and marketing; and share opinions and videos.
Therefore, using social media for interactive communication effectively changes users’
attitudes and behaviors towards sustainable development [19]. Users’ interactions become
essential to increase their marketing influence on social media, such as sharing, liking,
commenting, and complaining, which may change users’ attitudes, behaviors, and per-
ceptions [20]. People sharing relevant information through social media consider it their
personal choice to participate. Their attitudes and beliefs determine how they will respond
to and participate in collective behavior in the community [21]. Advertisements and mes-
sages that are more informative or creative are more likely to gain empathy regarding
“likes” on social media. When an informative cognitive or affective approach is used in
social media, a brand’s marketing and advertising messages are more likely to be shared if
their messages are appealing or attention-grabbing [22]. Branded social media messages
can motivate consumers to interact with the brand by emphasizing the emotional aspect
of the message, and the positive emotional response triggered by the consumer during
the process can positively impact purchase intentions [23]. Therefore, people should try to
increase the visual effects of social media through the contextualization of the environment
so that the users’ perceived emotions and visual experiences are positive. Specifically, the
application of light technology can be used to create the best visual perception for the user:
an ambient light source to increase positive feelings.

2.2. Visual Perception

Do the background, color, and visual effects of lighting used in social media affect the
viewer’s preference and attract attention? The differences in light source can give different
color impressions depending on spectral range.
Regarding visual information, the attention of social media users can be divided into
two types: sustained attention and distracted attention. When social media users focus
on a specific task or visual message for an extended period, such as viewing a relevant
message, filling out a form or questionnaire, making a bank transfer, or completing a
purchase online, sustained attention is used. At this time, the main focus of the visual
message is on readability and user-friendly color effects to sustain the user’s attention
and visual focus [24]. In exploring the visual effects of social media graphics and designs,
the assessment of people’s color perceptions is influenced by many factors, particularly
differences in light sources, which can produce varying impressions depending on the
spectral range. The characteristics of the object being viewed, the direction of viewing, and
the location of the angle of light projection are also critical. A particular visual effect, such
as the arrangement of lines, patterns, or objects, can impact the user’s visual perception
of color in different ways [25]. Viewing intense color for an extended period can lead to
retinal fatigue, which requires rest or visual neutralization. The eyes’ aging process should
also be considered, as the perceptual impairment of color increases with age [26]. There
may also be differences in contrast sensitivity among users [27].
The perception of visual color impressions varies depending on the object’s size and
background; colors on larger surfaces are brighter and more vivid than those viewed on
smaller surfaces. This phenomenon can lead to the illusion of color perception. Colors
in front of a bright background seem darker than those in front of a dark background.
This is known as the contrast effect, which also affects visual preference perception and
attention. In related literature, some studies have explored the preference perception and
visual attention associated with visual color [28,29]. In the relationship between preference
perception and visual attention, color is used as the information for making preference
perception decisions and for exploring the number of visual features. Research has found
that simple stimuli are more advantageous than natural scenes or attractive faces, both of
which have many features.
Sustainability 2022, 14, 13019 4 of 15

2.3. Light Source Illumination and Visual Perception

The illumination of different light sources has a relevant effect on users’ emotions [30,31],
and some aspects of light source illumination affect the perception of visual comfort, nat-
uralness, dimness, and warmth [32]. The use of light source illumination in social media
allows users to perceive messages related to images or people. Different illumination
sources affect visual perceptions but also affect users’ perceptions of comfort and task
performance satisfaction [33,34]. For example, inappropriate lighting conditions may lead
to fatigue and affect comfort and related task performance [35,36]. Conversely, appro-
priate lighting conditions may give users better visual comfort and improve their task
performance [37,38]. In some surveys on the effects of lighting on user preferences, the
following factors were measured for evaluation by surveying user perceptions: emotional
perception, visual perception, task performance, user responses including task perfor-
mance, lighting preferences, visual perception, emotions, health, stress, fatigue, comfort,
pleasure, satisfaction, pleasure, uniformity, dimness, warmth, spaciousness, complexity,
and darkness [39–42].
The purpose of light source illumination is to assist the user’s visual response to
changes in perceptual, cognitive, and emotional states [43,44]. Some studies that have
examined the effects of color temperature and brightness of light source illumination on
emotional states [45] have found that warm or cool environments affect negative or positive
emotional responses of people engaged in cognitive tasks [46]. These negative to positive
responses also influence the level of stimulation from high to low and different levels of
stimulation and attention. In the investigation of light source illumination conditions, mood
measures, and emotional states, the scales of tension/anxiety, depression, anger/hostility,
vigor/activity, fatigue, and confusion/bewilderment were employed for measurement [47].
The subjective preference is divided into strong dislike, moderate dislike, slight dis-
like, neutral, slight like, moderate like, and strong like. The preference of skin color is
evaluated, the atmosphere perception of the illuminated environment is assessed based
on the perceived attributes, and the atmosphere perception was evaluated as uncomfort-
able/comfortable, cool/warm, negative/active, and tense/relaxed. Subjective evaluations
of the atmosphere of the illuminated environment by light sources are recorded in terms of
comfort, warmth, activity, and relaxation [48].

2.4. Key Success Factors

The key success factors were judged and collected according to the experience in real
production and inspection. These factors were scientifically analyzed to determine specific
key success factors and obstacles [49]. Four dimensions were induced. The questionnaire
content contained 48 subitem key factors, and the key success factors for evaluating visual
perception responses to social media visual communication were discussed.

2.5. Delphi Technique

Delphi technique is applied in various related research fields [50,51]. When the
background knowledge of the Delphi technique is used, and there are more than ten
experts, the minimum group error and highest credibility can be achieved [52]. A consensus
can be effectively established when the standard number of expert scholars required to
reach a consensus is 10 to 15 [53,54]. Therefore, a total of 12 experts and scholars were
invited to form the Delphi technique panel in this study. Anonymity is required during the
interview process to avoid interpersonal communication complexities that may interfere
with objective responses. Anonymity is necessary to prevent the psychological factors of
authoritarian submission or a bandwagon effect caused by group leadership positions or
hierarchical relationships [55]. The anonymity allows the expert panel members to express
their genuine opinions and positions, leading to various considerations at different levels,
making the experts’ opinions and arguments more objective. This shows that joint decisions
resulting from collective discussions are more comprehensive than conclusions reached by
Sustainability 2022, 14, 13019 5 of 15

individual thinking [56]. The subsequently summarize and analyze these experiences, and
the questionnaire items are developed for the next round accordingly.
Through the literature, this study is able to establish a follow-up Delphi method survey
of experts and scholars from the section of video visual perception in social media. In the
literature section, we start from the interaction and communication of social media and
move on to the section of visual perception, organizing, and summarizing the research of
related scholars, such as visual comfort, preference, color, brightness, fatigue, atmosphere,
and other feelings. Based on the compilation and summarization of the literature, we
processed a Delphi method questionnaire conducted by 12 invited moral and ethical
experts and scholars. Before the survey, we introduced the purpose and methodology
of this study in detail, as well as the literature, which was organized, to each expert and
scholar. After confirming the understanding of the research topic, the initial questionnaire
was developed based on the organized literature, then we invited the experts and scholars
to comment on the initial questionnaire or revise the content, collating their opinions. Later,
experts and scholars were invited to comment again. We arrived at the final questionnaire
by obtaining consensus and consistency.
The study was built on the basis of the compiled literature, and we expatiated the
theme of the study to the experts and scholars, obtaining the conclusions of the question-
naire by exchanging opinions several times with a group of experts and scholars that is
proficient in the field of Delphi method.
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 communi-
cation were summarized and analyzed through an interview consultation panel of experts
and scholars.

3. Methodology
3.1. Expert Interviews
A total of 12 experts and scholars were invited to form the panel in this study. After the
contents and opinions of the interviews were organized and summarized, the key factors
considered necessary by the experts and scholars were selected, analyzed, converged, and
classified according to the opinions of the experts and scholars [57]. This was used to
develop the structure of the initial questionnaire assessment factors. The factors were mea-
sured with the five-point Likert scale, with 5 = very important, 4 = important, 3 = average,
2 = unimportant, and 1 = least important. The Likert scale results were used as the basis for
the retention or deletion of questionnaire items.

3.2. Research Structure and Process

The key factors for the evaluation of visual perception responses to social media visual
communication in terms of light source illumination quality were explored in this study. The
experts and scholars were invited to conduct three Delphi technique questionnaires anony-
mously until a consensus was reached. As for the criteria for selecting the appropriateness
and consistency of the study [58], the following measures were used: (1) criteria for appro-
priateness test: very high appropriateness—mean (M) ≥ 4.5, high appropriateness—mean
between 4 and 4.5, and low appropriateness—M < 3.5. (2) Criteria for consistency test:
high consistency—standard deviation (SD) ≤ 0.5, moderate consistency—SD ≤ 1, and
low consistency—SD > 1. (3) The one-sample Kolmogorov–Smirnov test: to assess the
consistency of opinions among the interviewed experts (reaching the significant level) and
to remove the indicators of the questionnaire that did not reach the significant level of
inconsistency. (4) Quartile deviation (Q): quartile deviation is a measure or indicator to
describe the disparity of a group, which is the 1/2 distance from the first quartile to the
third quartile. If the quartile deviation is larger, the opinions of the experts are more dis-
 tance from the first quartile to the third quartile. If the quartile devia
opinions of the experts are more dispersed [59]. When the quartile d
than or equal to 0.50, the group members have reached high consisten
Sustainability 2022, 14, 13019 6 of 15
as proposed by Hollden and Wedman [60]. In general, when the criter
deviation is lower, the required consistency is higher, and it is more d
consistency.
persed [59]. When the quartile deviation is lower than or equal to 0.50, the group members
have reached high consistency and consensus, as proposed by Hollden and Wedman [60].
Figure 1 shows the steps to prepare the questionnaire by the De
In general, when the criterion of the quartile deviation is lower, the required consistency is
illustrates
higher, and itthe steps
is more taken
difficult in this
to achieve study to develop the questionnaire
consistency.
Figure 1 shows the steps to prepare the questionnaire by the Delphi technique. It illus-
technique.
trates the steps taken in this study to develop the questionnaire using the Delphi technique.

Figure 1. Steps to prepare the questionnaire by the Delphi technique.

Figure 1. Steps to prepare the questionnaire by the Delphi technique.
3.3. Delphi Technique Research Methodology and Design
The Delphi technique group is composed of 12 experts and scholars, including (1) two
3.3. Delphi Technique Research Methodology and Design
participants from industry experts in the social media and communication field, (2) two
The Delphi
participants technique
from industry experts ingroup
the visualisfield,
composed of 12 experts
(3) two participants and scho
from industry
experts in the lighting field, (4) two participants from university educationalists in the
two participants from industry experts in the social media and commu
social media and communication field, and (5) two participants each from university
two participants
educationalists fromfield
in the visual industry experts
and lighting in the
field for four visualin field,
participants (3) on
total. Based two par
the opinions and analyses of the experts and scholars, four dimensions were developed
dustry experts in the lighting field, (4) two participants from university
to evaluate the key factors in the visual perception of the light source illumination quality
the social
of social media
media and
viewers. communication
Namely, these factors were:field, andperception,
(1) visual (5) two (2)participants
emotional eac
perception, (3) preference
educationalists in theperception,
visual fieldand (4)and
shape perception.
lighting A Delphi
field questionnaire
for four participants
with 48 sub-dimensions was summarized. In dimension 1 of “visual perception”, there
the
wereopinions and analyses
12 sub-dimensions, as shown inof the1. experts and scholars, four dimension
Table
to evaluate the key factors in the visual perception of the light source ill
of social media viewers. Namely, these factors were: (1) visual percept
perception, (3) preference perception, and (4) shape perception. A Del
Sustainability 2022, 14, 13019 7 of 15

Table 1. Visual perception (dimension 1): Social media video light and color visual effects.

1-1 Do you feel comfortable?

1-2 Do you feel relaxed?
1-3 Do you feel a sense of stability?
1-4 Do you feel mild?
1-5 Do you feel warm?
1-6 Do you feel cool?
1-7 Do you feel bright?
1-8 Do you feel clear?
1-9 Do you feel dazzling?
1-10 Do you feel fatigued?
1-11 Do you feel awakening?
1-12 Do you feel natural?

The structure of the assessment factors of the questionnaire of dimension 2, “emotional

perception”, was summarized based on the opinions of the interview consultation panel of
experts and scholars, and there were 12 sub-dimensions, as shown in Table 2.

Table 2. Emotional perception (dimension 2): Social media video light and color visual effects.

2-1 Do you feel fun?

2-2 Do you feel affinity?
2-3 Do you feel a good atmosphere?
2-4 Do you feel pleasant?
2-5 Do you feel romantic?
2-6 Do you feel monotonous?
2-7 Do you feel changeability?
2-8 Do you feel alive?
2-9 Do you feel positive?
2-10 Do you feel happy?
2-11 Do you feel a sense of presence?
2-12 Do you feel a sense of reality?

The structure of the assessment factors of the questionnaire of dimension 3, “preference

perception”, was summarized based on the opinions of the interview consultation panel of
experts and scholars, and there were 11 sub-dimensions, as shown in Table 3.
Sustainability 2022, 14, 13019 8 of 15

Table 3. Preference perception (dimension 3): social media video light and color visual effects.

3-1 Do you feel that you like it?

3-2 Do you feel satisfied?
3-3 Do you feel that you want continuity?
3-4 Do you feel an important preference?
3-5 Do you feel it is interesting?
3-6 Do you feel it is optimized?
3-7 Do you feel it is attractive?
3-8 Do you feel it is good to use?
3-9 Do you feel it is stable?
3-10 Do you feel it is desirable?
3-11 Do you feel it is appropriate?

The structure of the assessment factors of the questionnaire of dimension 3, “shape

perception”, was summarized based on the opinions of the interview consultation panel of
experts and scholars, and there were 13 sub-dimensions, as shown in Table 4.

Table 4. Shape perception (dimension 4): Social media video light and color visual effects.

4-1 Do you feel a good sense of shape contour (modeling)?

4-2 Do you feel good visual characteristics?
4-3 Do you feel good texture and material characteristics (texture)?
4-4 Do you feel the emphasis on functional characteristics?
4-5 Do you feel the emphasis on structural relationships?
4-6 Do you feel the recognition of the correct rate (composition)?
4-7 Do you feel the recognition of graphic details (construction)?
4-8 Do you feel good recognition response time?
4-9 Do you feel good color sense?
4-10 Do you feel a good sense of three-dimensionality?
4-11 Do you feel a good sense of proportion?
4-12 Do you feel a good sense of transparency?
4-13 Do you feel a good sense of light and shadow?

4. Data Processing and Analysis

A Kendall’s W test of the questionnaire was used to evaluate the consistency of the
12 professionals [61]. Table 5 shows the statistics of Kendall’s coefficient of concordance.
With a chi-square of 90.877, the coefficient of concordance of Kendall was 0.000 (p < 0.001),
which suggests consistent expert opinions.

Table 5. The Kendall’s coefficient of concordance.

Number (N) 12
Kendall’s W test 0.361
Chi-square 90.877
Degree of freedom 21
Asymptotic significance 0.000
Sustainability 2022, 14, 13019 9 of 15

The aim of this study was to determine the key factors for creating a positive visual
perception response evaluation for social media video communication. Data collected
from the questionnaires were analyzed by means of the Statistical Package for the Social
Sciences (SPSS) software [62]. For the data analysis, descriptive analysis was adopted for
the mode (Mo), mean (M), standard deviation (SD), quartile deviation (Q), and Z value of
the Kolmogorov–Smirnov (K-S) test and the Kruskal–Wallis analysis of variance by ranks
with regard to Delphi analysis [63].
The K-S one-sample test is used to verify the hypothesis about the origin of the sample
from a given probability distribution. In the case of SPSS, the authors used the probability
distribution. The K-S test involves using a z-test on ordinal variables for single samples to
determine whether the sample distribution diverges from the frequency distribution. The
z-score is greater than 1.96, which implies significance and consistency. The Kruskal–Wallis
one-way analysis of variance by ranks (chi-square) is used to prove the consistency of
opinion of all the experts and the items that participants considered to be important.

4.1. One-Sample Kolmogorov–Smirnov Test

The results of the Delphi survey were analyzed for their appropriateness and consis-
tency. The one-sample Kolmogorov–Smirnov test statistical analysis was used for the Del-
phi survey, and the modifications were based on the opinions of the experts and scholars.
In the statistical results of the first Delphi questionnaire, 38 sub-dimensions met these
three elements: (1) mode (Mo) was above 4; (2) mean (M) ≥ 3.5 in criteria for appropri-
ateness test; (3) standard deviation (SD) ≤ 1 in criteria of moderate consistency test; and
(4) Q ≤ 0.5; thus, the group members reached high consistency and consensus. Therefore,
these sub-dimensions were kept to prepare for the second Delphi study questionnaire.
In the statistical results of the second Delphi questionnaire, a total of 22 sub-dimensions
met the two elements of: (1) high criteria for appropriateness test with mean (M) ≥ 4 and
(2) criteria for moderate consistency test with standard deviation (SD) ≤ 0.68. As a result,
they were kept for the development of the third Delphi study questionnaire.
In the statistical results of the third Delphi questionnaire, a total of 15 sub-dimensions
met the four elements of: (1) criteria for high appropriateness test with a mean (M) ≥ 4.2;
(2) criteria of high consistency test with a standard deviation (SD) ≤ 0.5; (3) the one-sample
Kolmogorov–Smirnov test reaching significance in the statistical analysis results; and
(4) Q ≤ 0.5; thus, the group members reached high consistency and consensus.
This indicated that the revised third Delphi questionnaire had more reliability than
the second one, as shown in Table 6.
Sustainability 2022, 14, 13019 10 of 15

Table 6. Statistical analysis of the third Delphi questionnaire.

K-S
No. Item Mo M SD Q Choice
z-Test
1. Visual perception
1-1 Do you feel comfortable? 5 4.83 0.389 0 2.887 *** Keep
1-2 Do you feel relaxed? 5 4.67 0.492 0.5 2.309 *** Keep
1-3 Do you feel a sense of stability? 5 4.67 0.492 0.5 2.309 *** Keep
1-5 Do you feel warm? 4 4 0.426 0 1.443 * Delete
1-7 Do you feel bright? 5 4.67 0.492 0.5 2.309 *** Keep
1-8 Do you feel clear? 5 4.67 0.492 0.5 2.309 *** Keep
1-11 Do you feel awakening? 5 4.67 0.492 0.5 2.309 *** Keep
2. Emotional perception
2-1 Do you feel fun? 4 4 0.603 0 1.155 Delete
2-2 Do you feel affinity? 4 4 0.603 0 1.155 Delete
2-3 Do you feel a good atmosphere? 5 4.75 0.452 0.375 2.598 *** Keep
2-5 Do you feel romantic? 4 4 0.426 0 1.443 * Delete
3. Preference perception
3-1 Do you feel that you like it? 5 4.75 0.452 0.375 2.598 *** Keep
3-2 Do you feel satisfied? 5 4.67 0.492 0.5 2.309 *** Keep
3-3 Do you feel that you want continuity? 5 4.67 0.492 0.5 2.309 *** Keep
3-5 Do you feel it is interesting? 4 4 0.426 0 1.443 * Delete
3-7 Do you feel it attractive? 5 4.67 0.492 0.5 2.309 *** Keep
4. Shaping perception
Do you feel a good sense of shape contour
4-1 5 4.83 0.389 0 2.887 *** Keep
(modeling)?
4-2 Do you feel good visual characteristics? 5 4.75 0.452 0.375 2.598 *** Keep
Do you feel the recognition of the correct rate
4-6 4 4 0.603 0 1.155 Delete
(composition)?
Do you feel the recognition of graphic details
4-7 4 4 0.603 0 1.155 Delete
(construction)?
4-9 Do you feel good color sense? 5 4.83 0.389 0 2.887 *** Keep
Do you feel a good sense of
4-10 5 4.67 0.492 0.5 2.309 *** Keep
three-dimensionality?
* p < 0.05, *** p < 0.001.

4.2. Kruskal–Wallis (K-W) Independent Samples Test

When the cognitive assessments and perceptions of the sub-dimensions among dif-
ferent groups of experts and scholars fail to reach a significant level (p > 0.05), it can be
inferred that there is agreement among the other groups of experts and scholars on the sub-
dimensions. After three questionnaires and the one-sample K-S (Kolmogorov–Smirnov)
test, followed by the Kruskal–Wallis (K-W) four-group independent sample test, the statis-
tical results did not reach a significant level (p > 0.05) for the sub-dimensions. Thus, we
can infer that there is a consensus among the members of the four expert groups on the
importance of the sub-dimensions, as shown in Table 7.
Sustainability 2022, 14, 13019 11 of 15

Table 7. Kruskal–Wallis (K-W) independent sample test.

Code of 1-1 1-2 1-3 1-7 1-8 1-11 2-3 3-1 3-2 3-3 3-7 4-1 4-2 4-9 4-10
sub-dimension
Chi-square 2.200 5.500 2.750 0.000 0.000 2.750 4.481 1.222 0.000 2.750 0.000 2.200 4.481 2.200 2.750
df 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3
Progressive
0.532 0.139 0.432 1.000 1.000 0.432 0.214 0.748 1.000 0.432 1.000 0.532 0.214 0.532 0.432
significance

5. Discussion
In traditional media, any new information is filtered through various editors before it
is disseminated to the public. In contrast, social media users can share information and
content without verification [64,65]. These social media networks have become media
platforms for social interactions, consumer marketing, communication, expression, content
sharing, interest, and message dissemination.
Regarding the effect of light source illumination on visual perception and cognitive
ability, studies are testing the effect of different light source illumination environments
on visual preferences and evaluations, perceptual judgments, and feelings concerning
environmental atmosphere to investigate the impact of their visual perception and cognitive
ability and subjective preferences.
The participating expert panel, without being influenced by their external environment,
can fully express their ideas, techniques, and positions with their professional knowledge
and practical experience. Three Delphi structured questionnaire interviews were conducted
in this study. As found from the statistical results of the third Delphi questionnaire, there
were 15 sub-dimensions of the four dimensions of the key factors for evaluating the response
of social media viewers to the quality of light source illumination in visual perceptions
meeting the following four criteria: (1) criteria of high appropriateness test with mean
(M) ≥ 4.2; (2) criteria of high consistency test with standard deviation (SD) ≤ 0.5; (3) the
consistency of opinions between experts and scholars, which was achieved in the one-
sample Kolmogorov–Smirnov test (KS single-sample test); and (4) progressive significance,
which reached the significant level.

6. Conclusions and Recommendations

6.1. Conclusions
The visual effect of social media users can be increased via the quality of the light
source illumination so that the experience of the perception and visual perception of the
video user is positively influenced. This study examined the key factors of the quality
of light source illumination in evaluating the visual perception responses of social media
viewers through the Delphi technique. The scholars and experts have analyzed and summa-
rized the key factors for evaluating the visual perception responses to social media visual
communication. There were four dimensions, namely: (1) visual perception, (2) emotional
perception, (3) preference perception, and (4) shape perception. The results of the statistical
analysis indicated a total of 15 sub-dimensions meeting the elements of appropriateness
and consistency. The 15 sub-dimensions of the key factors for the evaluation of the response
to the visual effect of social media video color were: comfort, relaxation, a sense of stability,
brightness, clarity, degree of awakening, good atmosphere, liking, satisfaction, wanting
continuity, attractiveness, a good sense of contour (shape), positive visual characteristics, a
good sense of color, and a good sense of three-dimensionality.
This study can be used as a reference for planning vocational training courses in the
visual field, lighting field, and social media and communication field. In addition, the
results of this study can be used as a way of training performance, but the application of
proof of vocational training methods or concepts need to be adjusted; therefore, the results
of this study can be used as a cautious planning training course and progress to improve
training effectiveness.
Sustainability 2022, 14, 13019 12 of 15

6.2. Recommendations
Based on the scales of the 4 dimensions and 15 sub-dimensions obtained from this
study, efforts will continuously be made to conduct analyses and statistics on samples to
explore the presentation effect of the responses of social media viewers’ visual perception
of lights and colors to different light source illumination angles. Further investigations will
be conducted on video users’ and viewers’ visual perceptual satisfaction.
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 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. The key factors scale of evaluation on visual perception and
visual effect constructed by this study was used on the follow-up research. During the
establishing of the key factors of the scale in this study, it was not necessary to control the
subsequent experimental environment, lighting, as well as the use of mobile phones and
tablet computers. After the completion, the subsequent experimental environment and
mobile phone shooting and lighting projection were based on the following:
(1) The experimental environment and the lighting angle of social media videos will be
explored in subsequent studies to test the response evaluation of the visual perception
of social media video communication to determine key visual qualities consistent
with the expectations of video users.
(2) Video samples will be collected in a studio with lighting from different angles. Since
cell phones are often used for communication and interaction on social media, the
sample videos will not be taken with a standard camera but with a cell phone to obtain
samples consistent with the characteristics of typical social media videos. Based on the
above examples, a follow-up survey and analysis of the questionnaire were conducted
to further this research.
The created questionnaire in this study may gain scientific value that can apply to a
real sample of social media users in the future. Based on the scales of the 4 dimensions and
15 sub-dimensions obtained from this study, efforts will continuously be made to conduct
analyses and statistics on samples to explore the presentation effect of the responses of social
media viewers’ visual perception of lights and colors to different light source illumination
angles. Further investigations will be conducted on video users’ and viewers’ visual
perceptual satisfaction:
(1) It will investigate whether the visual perception satisfaction of the video user is the
same as that of the viewer.
(2) It will investigate whether the visual perception satisfaction of the video user is the
same for different light source angles.
(3) It will investigate whether the visual perception satisfaction of the video viewer is the
same for different light source angles.
In addition, the experimental environment and the lighting angle of social media
videos will be explored in subsequent studies to test the response evaluation of the visual
perception of social media video communication to determine key visual qualities consistent
with the expectations of video users. Video samples will be collected in a studio with
lighting from different angles. Since cell phones are often used for communication and
interaction on social media, the sample videos will not be taken with a standard camera
but with a cell phone to obtain samples consistent with the characteristics of typical social
media videos. Based on the above examples, a follow-up survey and analysis of the
questionnaire were conducted to further this research. The structure and hypotheses of the
study and research are as follows. (1) H1: The visual perceptions of social media video
users are different for different lighting angles. (2) H2: The shape perceptions of social
media video users are different for different lighting angles. (3) H3: Social media video
users’ visual and emotional perceptions are related. (4) H4: Social media video users’ visual
and preference perceptions are related. (5) H5: Social media video users’ preferences and
Sustainability 2022, 14, 13019 13 of 15

emotional perceptions are related. (6) H6: Social media video users’ shape perceptions and
emotional perceptions are related.

Author Contributions: The authors contributed meaningfully to this study. C.-J.T., research topic;
C.-J.T. and W.-J.S., data acquisition and analysis; W.-J.S., methodology support; C.-J.T. and W.-J.S.,
original draft preparation; C.-J.T. and W.-J.S., writing review and editing. All authors have read and
agreed to the published version of the manuscript.
Funding: This research received no external funding.
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Not applicable.
Data Availability Statement: Not applicable.
Conflicts of Interest: The authors declare no conflict of interest.

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