Multimodal E-Commerce: A Usability and Social Presence Investigation

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

An investigation on the role of multimodal metaphors in e-feedback interfaces

Purpose – The purpose of this paper is to investigate the usability (effectiveness, efficiency and user satisfaction) of e‐feedback interfaces. The experiment compares a traditional visual approach with a multimodal approach in order to determine the impact of multimodal metaphors upon the user's understanding, reasoning and engagement with the e‐feedback. Design/methodology/approach – The empirical investigation involved visual (text with graphical illustrations) and multimodal (audio‐visual with expressive avatars and recorded speech) experimental e‐feedback platforms. Both experimental platforms provided the same e‐feedback but used different interaction metaphors to convey the information. The evaluation approach measured effectiveness, efficiency and user satisfaction. Findings – The results showed that the multimodal approach increased usability in terms of effectiveness, efficiency and engagement of users with the e‐feedback. There is a very clear prima facie case that combining different communication metaphors to convey information involved in the e‐feedback simultaneously does not increase the information overload on users. This however was observed to be the case when the visual channel was used. Originality/value – This paper introduces a unique approach that uses specific combinations of multimodal metaphors to communicate information about e‐feedback simultaneously. This approach increased the usability of e‐feedback and user's engagement in interfaces for e‐learning applications

The effective management of information overload within shipping companies in South Africa.

Doctoral degree. University of KwaZulu-Natal, Durban.For time immemorial, humans have shared information – from cave wall paintings to modern computing devices. The medium and channels of communication have evolved and improved. The ever-growing number of information sources coupled with the development of the Internet and other electronic communication technologies has resulted in escalating amounts of data and information that users need to process. This has resulted in a situation commonly known as information overload. Information overload can be described as a situation where people are inundated with more information than they are able to usefully use. The overall aim of this study was to establish whether information overload exists in South African shipping companies and if it is being formally managed. Although a growing body of empirical research has assessed the impact of information overload in organisations, little is known about its effect on shipping companies. To fully understand the problem, the impact of information overload was assessed in 12 shipping organisations located in Durban. Quantitative data was gathered using an online questionnaire from a sample of 491 employees in the 12 organisations. Twelve decision makers, one in each organisation, were interviewed by means of semi-structured interviews. The quantitative data showed that employees are overloaded with information and the level of information overload varies across the different organisations. Qualitative data from the interviews showed that the decision makers are overloaded and admit that their staff are also overloaded. Furthermore, none of the companies had specific initiatives in place to help staff who were overloaded with information. Several countermeasures to reduce information overload have been suggested in the literature; however, none of them have been proven to eliminate the problem. By integrating the findings from the literature review, quantitative data and qualitative data, this study suggests some guidelines of good practice for managing information overload which includes information management training, information personal management system, good office ergonomics practices, technology, external service providers, correct communication technologies and monitoring of information