Study of menu selection based on human information processing : spreading activation approach

The determination of the appropriate interface texts for efficient menu selection, based on information retrieval from long term memory, is important to web site design. A psychological theory, the spreading activation model, is used to explain the users\u27 information searching behavior in menu selection tasks. Two experiments were performed: a spreading activation test and an actual performance test with a real menu. In the first experiment, the degree of relatedness between two text labels in a menu was evaluated. By using two levels of menu structure, we investigated the user\u27s search for semantically related targets and for a known target respectively. The latter was determined by target locations and the number of menu items, allowing selection time to be predicted by Fitts\u27 law. On the other hand, the former was strongly dependent on each subject\u27s memory, and required a significant cognitive load. As seen in the total performance measure, semantic relations of text information played an important role in menu selection. Consequently, the semantic distance for related information was strongly correlated with error rate (r²=0.740) and total menu selection time (r²=0.751). In comparing the spreading activation test with actual performance, response time in the spreading activation test also showed a strong correlation with error rate (r²=0.736) which significantly affected menu selection. This study supports the use of interface languages for certain information structures and provides a semantic approach to the design of menus

Implications of Computational Cognitive Models for Information Retrieval

This dissertation explores the implications of computational cognitive modeling for information retrieval. The parallel between information retrieval and human memory is that the goal of an information retrieval system is to find the set of documents most relevant to the query whereas the goal for the human memory system is to access the relevance of items stored in memory given a memory probe (Steyvers & Griffiths, 2010). The two major topics of this dissertation are desirability and information scent. Desirability is the context independent probability of an item receiving attention (Recker & Pitkow, 1996). Desirability has been widely utilized in numerous experiments to model the probability that a given memory item would be retrieved (Anderson, 2007). Information scent is a context dependent measure defined as the utility of an information item (Pirolli & Card, 1996b). Information scent has been widely utilized to predict the memory item that would be retrieved given a probe (Anderson, 2007) and to predict the browsing behavior of humans (Pirolli & Card, 1996b). In this dissertation, I proposed the theory that desirability observed in human memory is caused by preferential attachment in networks. Additionally, I showed that documents accessed in large repositories mirror the observed statistical properties in human memory and that these properties can be used to improve document ranking. Finally, I showed that the combination of information scent and desirability improves document ranking over existing well-established approaches

Embodiment in 3D virtual retail environments: exploring perceptions of the virtual shopping experience

The customer can now easily create, and customize, their own personal three dimensional (3D) virtual bodies in a variety of virtual environments; could you, by becoming a virtual body, actually enhance your online shopping and buying experiences or, would this potentially inhibit the pure visceral pleasure of retail therapy? "Second Life allows you to be a celebrity in your own lunchtime, .…you can design the body you've always wanted, and indulge your fashionista fetish for very little money. You can be the most attractive, best-dressed version of yourself you can imagine." This paper investigates online shopping in Second Life, through the experience of being avatars. We will discuss the possibilities of using avatars as brand new consumer identities for personalised and customised fashion shopping within the 3D multi user virtual environment, and question the influences and effects of these developments on the traditional high street shopping trip. The hyper un-realistic and non-sensory interface of online shopping for clothes has been hotly debated over the last decade; through the media, the industry and most importantly by the buying public. The customer’s inability to try on and experience the product has been the main inhibitor to shopping on-line, and the high levels of product returns in home shopping dramatically reflect this reality. Faster broadband connections and improved 2D web sites are making clothes shopping on the web more accessible, and for important customer groups, such as young professional females, and plus-size teenagers, virtual 3D technologies offer freedom of choice in any location. Retailers are now confidently providing different shopping experiences by combining 2D and 3D interactive visualisation technologies with advanced marketing techniques, to create virtual retail environments that attempt to actualise the true essence of shopping; by browsing, socialising, trying-on before buying and, in a new twist, leaving the store proudly wearing the item just purchased. American Apparel, Bershka, L’Oreal, Calvin Klein, Reebok, Sears, Nike and Adidas are pioneering virtual mega stores, and all offer newly innovative, and alternative shopping experiences inside 3D multi user virtual environments. An experiential and exploratory approach will be used to investigate fashion brands, and their virtual 3D stores in Second Life. As 3D avatars, we will record a range of customer perceptions and attempt to map their shopping patterns in this massively popular virtual world. The qualitative data gathered will inform discussions about the value of the virtual shopping experience for the customer and the retailer. Conclusions will also question the possibility of using avatars in a virtual shopping environment to acquire accurate body specifications for better fit and the collection of personal details for use in the future development of alternative shopping experiences

LeviSense: a platform for the multisensory integration in levitating food and insights into its effect on flavour perception

Eating is one of the most multisensory experiences in everyday life. All of our five senses (i.e. taste, smell, vision, hearing and touch) are involved, even if we are not aware of it. However, while multisensory integration has been well studied in psychology, there is not a single platform for testing systematically the effects of different stimuli. This lack of platform results in unresolved design challenges for the design of taste-based immersive experiences. Here, we present LeviSense: the first system designed for multisensory integration in gustatory experiences based on levitated food. Our system enables the systematic exploration of different sensory effects on eating experiences. It also opens up new opportunities for other professionals (e.g., molecular gastronomy chefs) looking for innovative taste-delivery platforms. We describe the design process behind LeviSense and conduct two experiments to test a subset of the crossmodal combinations (i.e., taste and vision, taste and smell). Our results show how different lighting and smell conditions affect the perceived taste intensity, pleasantness, and satisfaction. We discuss how LeviSense creates a new technical, creative, and expressive possibilities in a series of emerging design spaces within Human-Food Interaction

WEBSITE GLOBALIZATION STRATEGY : A CROSS-CULTURAL ANALYSIS OF WEBSITE STRUCTURE

Master'sMASTER OF SCIENC

From Keyword Search to Exploration: How Result Visualization Aids Discovery on the Web

A key to the Web's success is the power of search. The elegant way in which search results are returned is usually remarkably effective. However, for exploratory search in which users need to learn, discover, and understand novel or complex topics, there is substantial room for improvement. Human computer interaction researchers and web browser designers have developed novel strategies to improve Web search by enabling users to conveniently visualize, manipulate, and organize their Web search results. This monograph offers fresh ways to think about search-related cognitive processes and describes innovative design approaches to browsers and related tools. For instance, while key word search presents users with results for specific information (e.g., what is the capitol of Peru), other methods may let users see and explore the contexts of their requests for information (related or previous work, conflicting information), or the properties that associate groups of information assets (group legal decisions by lead attorney). We also consider the both traditional and novel ways in which these strategies have been evaluated. From our review of cognitive processes, browser design, and evaluations, we reflect on the future opportunities and new paradigms for exploring and interacting with Web search results

Online Store Atmospherics: Development of a Gender-Neutral Measure

The study was designed to explore store atmospheric cues currently employed by online retailers. The specific research goals were to establish a comprehensive taxonomy of online store atmospheric cues; and to develop a gender-neutral measurement of online store atmospheric cues identified through qualitative and quantitative approaches. The study generated an initial item pool via literature review and a focus group interview, and personal interviews were conducted to identify possible online store atmospheric cues and classify items into the identified online store atmospheric cues. A pretest (n = 192) was conducted to initially purify items, and the main study (n = 1751) was conducted for measurement purification and validation. To generate a gender-neutral measurement, the differential item functioning test was conducted for every identified atmospheric cue to eliminate items showing biased responses between males and females. As a result, the study established a gender-neutral measurement consisting 52 items that measure 16 online store atmospheric cues: customization, font, layout, visual, rich media, content, CSR, order fulfillment, company information, merchandise, navigation, promotion, security, support, personalization, and social cues. The study provided implications to future researchers and online retailers based on the findings