A theory of personalisation of appearance: quantitative evaluation of qualitatively derived data

Using qualitative data, Blom and Monk (2003) derived a theory of why people choose to personalise the appearance of their PCs and mobile phones. This paper describes some quantitative data that provide some support for, and some modifications to, the theory. Individuals having personal home pages were recruited to fill in a questionnaire that assesses dispositions to personalise and its effects. In addition the 82 home pages were inspected to assess the extent of personalisation. This correlated significantly with the dispositions 'Frequency of Use' and 'Knowledge of Personalisation'. The questionnaire items corresponding to effects were factor analysed. A four-factor solution suggested item groupings similar, but not identical, to those used in the theory. There are significant positive correlations between the extent of personalisation and cognitive effects and enduring emotional effects. The value of quantitative data for confirming and refining a qualitative theory is discussed.