886 research outputs found

    Purchasing through Social Platforms with Buy Buttons: Academic and Practical Considerations

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    Social commerce sales are considerably increasing in recent years. Social platforms (e.g., Facebook, Instagram, and WeChat) play a strategic role in world economy. However, social platforms ran into several burning issues: low ad conversion rates, social platform users’ free-riding behaviors, etc. Although buy buttons, a clickable navigation element leading users from a social platform to an e-commerce platform, could be a solution for such issues, the outcomes of using buy buttons did not reach many professionals’ expectation. This thesis studied four issues related to social shopping with buy buttons. First, as it is undetermined whether a social platform should roll out the buy-button feature or not, it is necessary to study whether the presence of buy button is associated with better outcomes (e.g. users’ higher willingness to purchase through the social platform) or not. Second, as social commerce is a remote shopping mode in which buyers and sellers cannot have face-to-face interactions, high risk and low trust could be two crucial barriers of social commerce. Hence, it is needed to study how risk- and trust-related factors influence users’ direct purchasing behavior. Third, considering that social commerce could be risky, this thesis wants to examine whether the presence of safe shopping measures (vs. an unsafe shopping scenario) can improve the performance of social shopping or not. Finally, social commerce involves a purchase path from a social platform to an e-commerce platform. There are many pain points (e.g., re-entering billing and shipping information) in the purchase path. Meanwhile, as social shopping risks and pain points in the purchase path could be caused by a same factor, the silos between social platforms and e-commerce platforms. It is interesting to study how safe shopping measures and integrated path-to-purchase (users can complete a purchase without leaving the social platform; vs. separated path-to-purchase in which users have to leave the social platform and go to the e-commerce platform to complete a purchase) jointly influence users. In order to answer these questions, three essays have been included in this thesis. Several online surveys were conducted. The between-subjects experimental design and the Structural Equation Modeling (SEM) technique were used. The results showed that the presence of buy button was related to better outcomes. It found that risk- and trust-related factors significantly influenced users’ direct purchasing behavior. Both the safe shopping measures and the integrated path-to-purchase design can generate better outcomes of using a buy button in social shopping. In most circumstances, users showed more positive reactions when the safe shopping measures or the integrated path-to-purchase was present. However, no significant interaction effects between the safe shopping measures (vs. an unsafe shopping scenario) and the integrated path-to-purchase (vs. the separated path-to-purchase) were found. The theoretical contributions have been discussed in contrast to previous literature. This thesis has added academic value by offering new insights for previously established variable relationships in a different research context and studying variable relationships that have not been examined in previously relevant studies. From a practical viewpoint, as buy buttons inject e-commerce capabilities into social platforms, this thesis implies that socially focused platforms could reap benefits from social commerce by rolling out a buy-button feature. It is recommended that social platforms wanting to roll out buy buttons take safe shopping measures and create a seamless shopping experience for users.Tesis Univ. Granada.China Scholarship Council grant number: 201606170055National Natural Science Foundation of China grant number: 7170206

    Assessing the quality of audio and video components in desktop multimedia conferencing

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    This thesis seeks to address the HCI (Human-Computer Interaction) research problem of how to establish the level of audio and video quality that end users require to successfully perform tasks via networked desktop videoconferencing. There are currently no established HCI methods of assessing the perceived quality of audio and video delivered in desktop videoconferencing. The transport of real-time speech and video information across new digital networks causes novel and different degradations, problems and issues to those common in the traditional telecommunications areas (telephone and television). Traditional assessment methods involve the use of very short test samples, are traditionally conducted outside a task-based environment, and focus on whether a degradation is noticed or not. But these methods cannot help establish what audio-visual quality is required by users to perform tasks successfully with the minimum of user cost, in interactive conferencing environments. This thesis addresses this research gap by investigating and developing a battery of assessment methods for networked videoconferencing, suitable for use in both field trials and laboratory-based studies. The development and use of these new methods helps identify the most critical variables (and levels of these variables) that affect perceived quality, and means by which network designers and HCI practitioners can address these problems are suggested. The output of the thesis therefore contributes both methodological (i.e. new rating scales and data-gathering methods) and substantive (i.e. explicit knowledge about quality requirements for certain tasks) knowledge to the HCI and networking research communities on the subjective quality requirements of real-time interaction in networked videoconferencing environments. Exploratory research is carried out through an interleaved series of field trials and controlled studies, advancing substantive and methodological knowledge in an incremental fashion. Initial studies use the ITU-recommended assessment methods, but these are found to be unsuitable for assessing networked speech and video quality for a number of reasons. Therefore later studies investigate and establish a novel polar rating scale, which can be used both as a static rating scale and as a dynamic continuous slider. These and further developments of the methods in future lab- based and real conferencing environments will enable subjective quality requirements and guidelines for different videoconferencing tasks to be established

    Measuring the Scale Outcomes of Curriculum Materials

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    Designing for behavioural change: reducing the social impacts of product use through design

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    This thesis investigates the feasibility of applying design-led approaches to influence user behaviour to reduce the negative social impacts of products during use. A review of the literature revealed a distinct lack of design-led research in this area. Three promising approaches from other disciplines, however, were found; ecofeedback, behaviour steering and intelligence. The majority of product examples identified did not use a singular approach, but combined two or more approaches. Most of the examples were concepts and focused on the end result. Few commented on the research and development processes undertaken to generate the final design. These limitations reinforced the need for case studies detailing these processes. To this end, two design studies were carried out; a preliminary study using a range of products and a further, more in-depth study on the use of mobile phones. The results of these studies led to the development of a framework of attributes for 'behaviour changing' devices. In response to these findings, two design resources were developed; a detailed design project to reduce the social impacts of mobile phone use in public and a short film on texting whilst on the move. Evaluation by design professionals provided analysis of the effectiveness of these resources and wider reflections on designer's perceived responsibilities for use and the ethics of designing for behavioural change. Collectively, the findings indicated that resources for designing behavioural change should; be explorative not prescriptive, focus on problem solving, be tailored to meet the needs of the intended recipient and ideally be applied in the early 'ideation' stages of the design process. Additionally, the findings indicated that designer's involvement in, and responsibility for, lifecycle impacts must be extended beyond point-of-purchase. Designers, however, are reportedly often unable to influence product development at a strategic level. Prior work, therefore, is needed to engage those at a senior level. Furthermore, the findings strongly indicate that 'behaviour changing' devices must be prototyped and subjected to rigorous consumer testing not only to establish their effectiveness but also to determine their acceptability

    Methodology of computer-mediated communication.

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    The identification of innovation opportunities by search engine optimisation agencies: small firm cases in a UK cluster

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    The aim of this thesis is to further knowledge of how digital marketing agencies identify opportunities for innovation. Being innovative within digital marketing is an issue faced by many of the small digital marketing agencies. Recent research that has been carried out on SME innovation has focused on networking and integration. It could be said that this research is largely not applicable to the SEO (Search Engine Optimisation) industry when competitive advantage is such a major factor. Furthermore, the research suggests that many small agencies would take an ad-hoc approach to innovation. Other research has also shown that innovative companies can grow faster and become more profitable. Therefore, agencies that can become more advanced in their innovation capabilities could see competitive advantages come from this. This thesis investigates the emerging processes that are currently being used within digital marketing agencies to identify opportunities for innovation. It specifically looks at the identification stage of innovation rather than the entire innovation process. Breaking the innovation process down into various sub-processes enables a far greater depth of insight to be drawn. The research approach was qualitative with four in depth interviews of experts within the field being completed. Then based on these findings a further 17 interviews were completed in five agencies located within the Brighton and Hove area. All interviews carried out were semi structured. The contribution to knowledge is based around four key areas. Firstly, a definition of innovation is developed specific to the digital marketing agencies. Secondly, a model of innovation identification is constructed. Thirdly, key insights around time pressures within the industry are put forward. Finally, the concept of open innovation is considered. Within this project it was found that those companies more adept within their innovation capability were able to provide an appropriate definition of innovation. These companies also had a process for identifying innovation opportunities in place. In addition, time to complete innovation will always be an issue within this industry. However, there are some limited long term ways in which this can be mitigated through management support and company structure. Finally, within the concept of open innovation, there was found to be a disparity within the industry which thinks of itself as open when the reality points towards it being more closed than it believes. This thesis produces rich insights into the ways in which creativity is developed into innovation and how companies within the digital marketing industry may be able to absorb ideas from creative employees into the business in order to improve their innovative capabilities
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