Personalised trails and learner profiling within e-learning environments

This deliverable focuses on personalisation and personalised trails. We begin by introducing and defining the concepts of personalisation and personalised trails. Personalisation requires that a user profile be stored, and so we assess currently available standard profile schemas and discuss the requirements for a profile to support personalised learning. We then review techniques for providing personalisation and some systems that implement these techniques, and discuss some of the issues around evaluating personalisation systems. We look especially at the use of learning and cognitive styles to support personalised learning, and also consider personalisation in the field of mobile learning, which has a slightly different take on the subject, and in commercially available systems, where personalisation support is found to currently be only at quite a low level. We conclude with a summary of the lessons to be learned from our review of personalisation and personalised trails

Footprints of information foragers: Behaviour semantics of visual exploration

Social navigation exploits the knowledge and experience of peer users of information resources. A wide variety of visual–spatial approaches become increasingly popular as a means to optimize information access as well as to foster and sustain a virtual community among geographically distributed users. An information landscape is among the most appealing design options of representing and communicating the essence of distributed information resources to users. A fundamental and challenging issue is how an information landscape can be designed such that it will not only preserve the essence of the underlying information structure, but also accommodate the diversity of individual users. The majority of research in social navigation has been focusing on how to extract useful information from what is in common between users' profiles, their interests and preferences. In this article, we explore the role of modelling sequential behaviour patterns of users in augmenting social navigation in thematic landscapes. In particular, we compare and analyse the trails of individual users in thematic spaces along with their cognitive ability measures. We are interested in whether such trails can provide useful guidance for social navigation if they are embedded in a visual–spatial environment. Furthermore, we are interested in whether such information can help users to learn from each other, for example, from the ones who have been successful in retrieving documents. In this article, we first describe how users' trails in sessions of an experimental study of visual information retrieval can be characterized by Hidden Markov Models. Trails of users with the most successful retrieval performance are used to estimate parameters of such models. Optimal virtual trails generated from the models are visualized and animated as if they were actual trails of individual users in order to highlight behavioural patterns that may foster social navigation. The findings of the research will provide direct input to the design of social navigation systems as well as to enrich theories of social navigation in a wider context. These findings will lead to the further development and consolidation of a tightly coupled paradigm of spatial, semantic and social navigation

Ambiance Factors, Emotions, and Web User Behaviour:a Model Integrating and Affective and Symbolical Approach

The present paper addresses the efficiency of manipulating music in a merchant website, and it:- proposes a review of the literature on ambiance factors in advertising & shopping behaviour, capitalizing on it to:- propose a theoretical framework that enhances our understanding of the web-user behaviour in specific ambiance factors such as music, with a specific attention devoted to his loyalty, & affiliation behaviour;- a model of is proposed.Ambiance Factors; Emotions; Fit & Symbolism; On-line Behaviour

e-Consumer Behaviour

Purpose – The primary purpose of this article is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e-consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being underexplored. Design/methodology/approach – The paper is discursive, based on analysis and synthesis of econsumer literature. Findings – Despite a broad spectrum of disciplines that investigate e-consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into econsumer behaviour in marketing, for example the role of image, trust and e-interactivity. The paper develops a model to explain e-consumer behaviour. Research limitations/implications – As a conceptual paper, this study is limited to literature and prior empirical research. It offers the benefit of new research directions for e-retailers in understanding and satisfying e-consumers. The paper provides researchers with a proposed integrated model of e-consumer behaviour. Originality/value – The value of the paper lies in linking a significant body of literature within a unifying theoretical framework and the identification of under-researched areas of e-consumer behaviour in a marketing context

Psychological elements explaining the consumer's adoption and use of a website recommendation system: A theoretical framework proposal

The purpose of this paper is to understand, with an emphasis on the psychological perspective of the research problem, the consumer's adoption and use of a certain web site recommendation system as well as the main psychological outcomes involved. The approach takes the form of theoretical modelling. Findings: A conceptual model is proposed and discussed. A total of 20 research propositions are theoretically analyzed and justified. Research limitations/implications: The theoretical discussion developed here is not empirically validated. This represents an opportunity for future research. Practical implications: The ideas extracted from the discussion of the conceptual model should be a help for recommendation systems designers and web site managers, so that they may be more aware, when working with such systems, of the psychological process consumers undergo when interacting with them. In this regard, numerous practical reflections and suggestions are presented

Case-based analysis in user requirements modelling for knowledge construction

Context: Learning can be regarded as knowledge construction in which prior knowledge and experience serve as basis for the learners to expand their knowledge base. Such a process of knowledge construction has to take place continuously in order to enhance the learners’ competence in a competitive working environment. As the information consumers, the individual users demand personalised information provision which meets their own specific purposes, goals, and expectations. Objectives: The current methods in requirements engineering are capable of modelling the common user’s behaviour in the domain of knowledge construction. The users’ requirements can be represented as a case in the defined structure which can be reasoned to enable the requirements analysis. Such analysis needs to be enhanced so that personalised information provision can be tackled and modelled. However, there is a lack of suitable modelling methods to achieve this end. This paper presents a new ontological method for capturing individual user’s requirements and transforming the requirements onto personalised information provision specifications. Hence the right information can be provided to the right user for the right purpose. Method: An experiment was conducted based on the qualitative method. A medium size of group of users participated to validate the method and its techniques, i.e. articulates, maps, configures, and learning content. The results were used as the feedback for the improvement. Result: The research work has produced an ontology model with a set of techniques which support the functions for profiling user’s requirements, reasoning requirements patterns, generating workflow from norms, and formulating information provision specifications. Conclusion: The current requirements engineering approaches provide the methodical capability for developing solutions. Our research outcome, i.e. the ontology model with the techniques, can further enhance the RE approaches for modelling the individual user’s needs and discovering the user’s requirements

Web Acceptance and Usage Model: A Comparison between Goal-directed and Experiential Web Users

In this paper we analyse the Web acceptance and usage between goal-directed users and experiential users, incorporating intrinsic motives to improve the particular and explanatory TAM value –traditionally related to extrinsic motives-. A field study was conducted to validate measures used to operationalize model variables and to test the hypothesised network of relationships. The data analysis method used was Partial Least Squares (PLS).The empirical results provided strong support for the hypotheses, highlighting the roles of flow, ease of use and usefulness in determining the actual use of the Web among experiential and goal-directed users. In contrast with previous research that suggests that flow would be more likely to occur during experiential activities than goal-directed activities, we found clear evidence of flow for goal-directed activities. In particular the study findings indicate that flow might play a powerfulrole in determining the attitude towards usage,intention to useand, in turn,actual Web use among experiential and goal-directed users

Modelling 3D product visualisation for online retail atmospherics

Purpose: The Stimulus (S) Organism (O) Responses (R) paradigm has been extensively studied in conventional retailing but has received little attention in the online context. This study aims to investigate the effects of an online retailer atmospheric using three dimensional (3D) product visualisation. Design/methods/approach: We operationalise 3D antecedents, the main online atmospheric cues, as the “stimulus” (S) that attracts consumers’ attention towards the online retailer, authenticity of the 3D, hedonic and utilitarian value as the “organism” (O) part, and consumers’ behavioural intention as the “responses” (R) part. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. Findings: The control and animated colours represent the main stimuli (S). Furthermore, 3D authenticity, hedonic and utilitarian values are the main determinants of behavioural intentions. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. Practical implications: Retail website designers can contribute to enhancing consumers’ virtual experience by focusing more on utilitarian and hedonic value. Any 3D flash should include the essential information that consumers seek and consumers should be able to click to any part of the 3D flash to access further information. Originality/values: To the best of the authors’ knowledge, this research is the first in the U.K. that uses a U.K. sample to investigate the effects of using 3D product visualisation on consumers’ perceptions and responses. Our research makes an important contribution to the online atmospheric literature by providing a rich explanation of how authenticity of the 3D virtual models adds more information, fun and enhances consumers’ responses towards the online retailer