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200 Ghinea & Chen Copyright 2006, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. all. However, dynamism does not seem to be a factor influencing multimedia clip enjoyment of intermediate users. One possible interpretation is that individuals possessing an Intermediate cognitive style employ a more versatile repertoire of informationseeking strategies. Versatile users, who have acquired the skill to move back and forth between different information-seeking strategies, are more capable of adapting themselves to suit the subject content presented by the multimedia video clips. This finding is consistent with the views of previous work, namely that a versatile strategy can be better equipped for multimedia learning technology (Chen & Ford, 1998; Paterson, 1996). Analysis of the results obtained from the experiments shows that the degree of clip dynamism significantly impacts upon the QoP-IA component of QoP, irrespective of the user s cognitive style. The analysis has highlighted, moreover, the fact that the highest QoP-IA scores are obtained for clips which have a low degree of dynamism. Conversely, multimedia clips which have a high degree of dynamism have a negative impact on the user assimilation of the informational content being conveyed by the respective clips (Figure 4). Thus, clips which have relatively small inter-frame variability will facilitate higher QoP-IA scores: An object which might appear for only 0.5 seconds in a highly dynamic clip is less easily remembered than is the case when it appears for one second in a clip which is less dynamic. As far as the QoP-LOE component is concerned, analysis of our results reveals that while dynamism is a significant factor in the case of verbalisers and visualisers, this is not true of biomodals (Figure 5). As suggested by previous research (Riding & Rayner, 1998), biomodals can tailor learning strategies to the specific learning environments so the features of learning environments have no significant effects on their enjoyment. For verbalisers and visualisers, however, it was found that clips of medium dynamism had the highest levels of QoP-LOE, which suggests that such users do not find enjoyable clips which are static (or, conversely, highly dynamic). While the user may feel somewhat overwhelmed by a fast-paced clip, (s) he might possibly feel uninterested by a static clip with almost repetitive frame displays; it should come as no surprise, then, that such users 40 42 44 46 48 50 52 54 56 58 Weak Medium Strong Dynamism Mean QoP-IA Score (%) Field Dependent Intermediate Field Independent Figure 2. Impact of dynamism and cognitive styles on participants QoP-IA

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