Multimodal E-Commerce: A Usability and Social Presence Investigation
| dc.contributor.author | Aborokbah, Majed Mohammeda | |
| dc.date.accessioned | 2014-11-19T09:21:47Z | |
| dc.date.available | 2014-11-19T09:21:47Z | |
| dc.date.issued | 2014 | |
| dc.description.abstract | This thesis investigates empirically multimodal socially interactive e-commerce interfaces. The overall hypothesis is that multimodal social interaction will improve the usability of e-commerce interfaces and increase the user‘s feeling of social presence, decision making and product understanding when compared to an equivalent non-multimodal socially interactive interface. The investigation consisted eight conditions in three experimental phases. The first experimental phase investigated non-socially interactive, static-socially interactive, and interactive-socially interactive interfaces (three conditions) using an e-commerce platform with a dependent sample of users (n=36). The second experimental phase continued with the comparative evaluation of a further two conditions based on the results of the first phase. An audio and an avatar-based socially interactive conditions were evaluated with two independent groups of users (n=18 for each group). The third experimental phase investigated three socially interactive conditions. These were text with graphics, auditory stimuli, and avatars. The results demonstrate that socially interactive metaphors in e-commerce interfaces improved the ability of users to use presented information effectively, make decisions in comparison to non-social or static social interactive interfaces. An avatar-based socially interactive e-commerce interface improved the user‘s social presence. A set of empirically derived guidelines for the design and use of these metaphors to communicate information in a socially interactive atmosphere is also introduced and discussed . | en |
| dc.identifier.uri | http://hdl.handle.net/2086/10499 | |
| dc.language.iso | en | en |
| dc.publisher | De Montfort University | en |
| dc.publisher.department | Faculty of Technology | en |
| dc.subject | Usability | en |
| dc.subject | e-commerce usability | en |
| dc.title | Multimodal E-Commerce: A Usability and Social Presence Investigation | en |
| dc.type | Thesis or dissertation | en |
| dc.type.qualificationlevel | Doctoral | en |
| dc.type.qualificationname | PhD | en |