In this study,we conducted a subjective evaluation experiment on video quality. We assumed a situation where 5G technology is deployed in video distribution services, and analyzed the factors that influence the evaluation. A group of 24 videos was generated using an orthogonal array, with conditions such as resolution, waiting time, presence of a logo “5G” (implying that 5G technology is used in the video), and content (a train or lecture). We obtained 240 sets of evaluation data from our experiments. The results of our analysis verify the effect of the 5G logo in significantly reducing the overall satisfaction in a model where the relationship between satisfaction levels is considered with multilevel structural equation modeling (ML-SEM). Independent of the process of evaluating image quality and waiting tolerance, the overall satisfaction of users is lower when the 5G logo is mentioned explicitly. Presenting the name of an advanced technology for quality assurance purposes may occasionally not have the effect intended by the designers. It may rather result in a more severe evaluation by users.
