Analysing the Role of Interactivity in User Experience

An experimental investigation into the role of interaction in user experience (UX) with a controlled manipulation of interactivity features (e.g. avatars, interactive video) in a university information website is reported. The more interactive version had better affect and hedonic ratings, even though its perceived usability was worse. Analysis of qualitative data showed users were attracted to the interactive features, although they complained about poor usability. The results of the experiments are discussed to consider the role of interactivity in user experience and the differences between users’ quantitative judgements of UX and their comments on interactive features which reveal different perspectives

Perceived Interactivity Leading to E-Loyalty: An Empirical Investigation of Web-Poll Design

With the growth of e-commerce, novel applications of website interactivity are important to attract and retain online users. In this empirical study five levels of interactivity are examined using different web-poll applications. A model is created to validate the relationship of perceived interactivity to efficiency, effectiveness, enjoyment, and trust of the website. Further, specific elements of interactivity including control and user connectedness are examined for their relationship to trust. In turn, efficiency, effectiveness, enjoyment and trust are tested for their impact on e-loyalty. All relationships in the model are supported. In addition, qualitative comments from users regarding the various web-poll treatments were analyzed with subtle differences detected between treatments. The research advances knowledge on the consequences of perceived interactivity. It has additional merit in that the treatments employed and their outcomes will be of interest to web designers and online marketers for how to enhance interactive online web applications

Achieving a designed customer experience across multiple delivery platforms: A telco perspective

'Customer experience' is a term that covers a wide range of activities that take place between suppliers and users of products and services. LaSalle and Britton define it as 'a holistic experience which involves a person - as opposed to a customer - as a whole at different levels and in every interaction between such person and a company' (2003). This research considers a key aspect of such an holistic experience: that which is embodied in the product or service under consideration. In the context of increasing mobile technology convergence, the paper considers new approaches that focus on developing the necessary underlying enablers and common interaction flows that are required to deliver a designed experience, taking into account the increasing number of mobile operating systems and service delivery platforms. Ultimately these models move towards allowing users to 'co-create their own unique experiences' (Pralahad and Ramswamy, 2004). The convergence between IT and telecommunications domains presents a unique challenge to product and service designers. Services are increasingly accessible via multiple delivery devices and delivery networks. This trend has been seen most recently in the advent of Internet based services being delivered via mobile phones where 'mobile service delivery and technologies have become the glue between previously secluded 'telecom' and "IT' domains' (Karrberg and Liebenau, 2006). At the same time network operators are trying to tighten their relationship with their customers by offering 'sticky' services aimed at raising the barriers to customer mobility. These two trends lead to a new design challenge: how to design a recognisably consistent and compelling product customer experience that applies over all delivery services, operating systems and networks. Solutions to this problem have to date been either technology led, focussing on integrated delivery platforms, or reliant on rule-based design. Crucial to this analysis is the 'role Please use this identifier to cite or link to this item

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Web Design Attributes in Building User Trust, Satisfaction, and Loyalty for a High Uncertainty Avoidance Culture

In this study, we attempt to evaluate the user pref6 erences for web design attributes (i.e., typography, color, content 7 quality, interactivity, and navigation) to determine the trust, sat8 isfaction, and loyalty for uncertainty avoidance cultures. Content 9 quality and navigation have been observed as strong factors in 10 building user trust with e-commerce websites. In contrast, inter11 activity, color, and typography have been observed as strong de12 terminants of user satisfaction. The most relevant and interesting 13 finding is related to typography, which has been rarely discussed 14 in e-commerce literature. A questionnaire was designed to collect 15 data to corroborate the proposed model and hypotheses. Further16 more, the partial least-squares method was adopted to analyze the 17 collected data from the students who participated in the test (n 18 = 558). Finally, the results of this study provide strong support to 19 the proposed model and hypotheses. Therefore, all the web design 20 attributes were observed as important design features to develop 21 user trust and satisfaction for uncertainty avoidance cultures. Al22 though both factors seem to be relevant, the relationship between 23 trust and loyalty was observed to be stronger than between satis24 faction and loyalty; thus, trust seems to be a stronger determinant 25 of loyalty for risk/high uncertainty avoidance culture

What Drives M-Shoppers to Continue Using Mobile Devices to Buy?

Producción CientíficaThe aim of this work is to offer a better understanding of consumer continued intentions to use mobile devices to shop. An integrated model is developed to identify the drivers that lead m-shoppers to repurchase. Specifically, navigation, safety and ubiquity are posited as stimuli guiding consumers’ affective (satisfaction) and cognitive (trust and convenience) reactions that will, in turn, increase repurchase intention. Results show the impact of ubiquity on m-convenience and safety m-experience on both affective and cognitive reactions. Finally, repurchase intention is explained directly by m-satisfaction and m-convenience and indirectly by m-trust. This article contributes to the fields of mobile marketing literature and practitioner management.Ministerior de Educación y ciencia (proyecto ECO2017-8217-R)Junta de Castilla y León (proyecto VA001B10-1)Fondo europeo de desarrollo regional (proyecto VA112P17

EXPERIENTIAL VALUE: A HIERARCHICAL MODEL, THE IMPACT ON E-LOYALTY AND A CUSTOMER TYPOLOGY

The main objective of this study is to empirically test a fourth-order hierarchical model of experiential value in an online book and CD setting. In addition, we provide empirical evidence for the role of hedonic and utilitarian value components in creating attitudinal and behavioral loyalty. Finally, we develop an online customer typology, based on the underlying value sources. Based on a sample of 190 visitors of online book and CD retailers, we used PLS to test a third and fourth order hierarchical model of experiential value, emphasizing a hedonic (intrinsic) and utilitarian (extrinsic) value component and the existence of the holistic concept of experiential value. Our results demonstrate that experiential value consists of the third order components hedonic (intrinsic) and utilitarian (extrinsic) value. Both value aspects impact attitudinal loyalty ultimately leading to behavioral loyalty which is also directly affected by utilitarian value. Finally, a nonhierarchical (k-means) cluster analysis identified four segments of online visitors: hedonists, utilitarians, active negativists, and reactive positivists.marketing ;

Exploring the effect of AR filter on perceived brand image: The mediating role of realistic experience

Following its extensive application in study on consumers\u27 retail experience, AR (augmented reality) technology has been increasingly applied in social media, notably the AR filter service, which has been embraced by quite a few brands as a novel marketing tool, taking advantage of its entertaining value and dissemination effect to boost brands\u27 perceived image among consumers. However, there have been fewer studies that examine the effectiveness of brand-developed AR filter services in enhancing consumer perceptions of brand image in the context of social media. To bridge the research gap, the study, based on the S-O-R model, looked into the effect of consumers\u27 cognition of AR-filter features on the realism of their experience and thus their perceived brand image. The study was carried out via a questionnaire survey of users of AR filters developed by brand-developed in social media, with its findings having both academic and practical implications for this field