Optimal user esperience in social commerce: the role of emotions, flow and user-generated information

This doctoral dissertation aims to understand how to optimize online customer experience in the highly interactive environment of social commerce. In an attempt to go beyond online commercial transactions and to support a consumer-centered and social-oriented perspective, social commerce offers users the necessary tools (e.g., recommendations, referrals, ratings and forums) for fostering social interactions during the online purchasing process. User-generated content, the fruit of these social interactions, can affect and help users in their decision-making process. Hence, the main objective of this dissertation aims to understand online consumer behavior to optimize the customer experience in social commerce. This doctoral dissertation is organized into four studies.Study 1 aims to investigate the customer engagement behavior literature in depth, analyzing the cognitive, affective and behavioral dimensions of the engagement generation process in social commerce and the role of emotions within that process. This study proposes a model of the cognitive, affective and behavioral dimensions of the engagement generation process. The model analyzes how interactivity, social presence and enjoyment affect sPassion and result in positive sWOM. The results confirm empirically that cognitive experience and emotional feelings derived from the process boost user participation. At the core of the process, sPassion positively affects the spread of sWOM. Study 2 has the objective of reaching a wider understanding of optimal user experience in social commerce and its mediating effect between emotions and behavior. Accordingly, the study is divided into two parts: first, to analyze the dimensionality, structure and measurement of the state of flow; and second, to test how websites can improve user experience to boost positive sWOM while avoiding negative sWOM. The empirical results confirm the three-dimensional nature of the concept and support its second-order reflective structure, thereby helping to establish the basis for measuring state of flow, its structure and factors; and it confirms that passionate users are likely to experience a state of flow and, as a consequence, to share positive sWOM. Study 3 investigates how user-generated versus company-generated information contributes to trust in the social commerce site, at the same time analyzing how user-generational cohorts behave (Generations X, Y and Z). Social commerce websites offer content created by the company itself and by its users, and this content is accessible without time and space constraints; therefore, everyone, regardless of age, can access social commerce information. The mission of social commerce is to boost tradeoffs while offering users the chance to share their own experiences and to obtain information from the experiences of others. Hence, trust transferred in this part of the purchasing decision process will be influenced by trust in the type of information available. Thus, Study 3 analyzes how user-generated and company-generated information contribute to trust in social commerce. The younger the generation, the more trust in social commerce is transferred from trust in user-generated information; the older the generation, the more trust in social commerce is transferred from trust in company-generated information. Study 3 confirms that users cannot be considered as a single group and must be segmented into generational cohorts.Study 4 investigates user experience across cultures, analyzing the effect of hedonic and utilitarian antecedents on optimal user experience and its consequences on user intention. Taking into account the salience of emotions within experiences of digital technologies, this study has a twofold purpose. First, it analyzes how emotions such as sPassion compared with flow state affected by usability, resulting in a positive impact on emotional and behavioral loyalty. Second, as the main focus of the study, cultural background is tested as a moderating effect.This dissertation allows us to draw a number of main conclusions regarding the study of online consumer experience in social commerce. First, on the basis of the importance of emotion in customer experience, this dissertation supports the primary role of emotions in shaping optimal user experience in social commerce. Second, once users are engaged and have reached an optimal experience (state of flow), this situation drives positive changes in their behavior, positively affecting their decision-making process. Third, it is necessary to take into account the fact that generational cohorts behave differently, since they trust information in different ways. Last, but not least, despite the fact that culture influences decision-making processes, the internationalization of markets and multiculturalism is making users more and more similar.<br /

Rethinking the role of ICTs - Digital transformation and Culture enjoyment continuity

This document will analyse recent trends and evolution of the use of ICTs in the field of cultural heritage from a different standpoint, the service provision in the age of digital transition and pandemic. The initial focus is on the usual approach in the field of goods, proper design to elicit a positive feeling by potential customers. Recently a new type of good has been identified, service. Services grown up incredibly in the pandemic, goods delivery, food delivery, and more. So, thinking at services like a good we must design them to better the appreciation by customers as since the early XX century the people did with objects and merchandise. Appling the same approach to digital services a design phase is required together with all the different components that will provide a positive feedback from the user, this means to deal with interaction design, user centred approach, usability guidelines and the overall concept of positive user experience. Recent trends and reborn technologies like the path from edutainment to serious games and gamification, the new approach to immersive interactive technologies in a nonintrusive format. Last but relevant the need to take the momentum to ensure the culture enjoyment continuity in case of crisis

Once You Step Over the First Line, You Become Sensitized to the Next: Towards a Gateway Theory of Online Participation

This article proposes a gateway theory as a promising alternative to the traditional antecedents-based view of online participation. The traditional view contends that people plan their online participation based on some rational motivations, leading to a foreseeable route. We arrived at our proposition through two entrance stories. These stories offer rich descriptions of formative experiences and consequent participation progression. Our proposition of the gateway theory consists of two parts: First, participation occurs with uncertainty, involving trial and error, unknown risks and rewards, and the availability of technology-facilitated services. Second, participation consists of sequences of activities, in which each step sensitizes the person to opportunities previously not acknowledged. Consistent with the metaphor of the gateway, the first encounter may often be the most critical step. We argue that the gateway theory offers major opportunities for future research, particularly in conceptualizing the early stages of an individual’s path of online participation

eCulture: examining and quantifying cultural differences in user acceptance between Chinese and British web site users

A thesis submitted for the degree of Doctor of Philosophy of the University of LutonThe World Wide Web (WWW) has become an important medium for communicating between people all over the world. It is regarded as a global system and is associated with a wide user and social system diversity. The effects of differing user-groups and their associated cultures on user acceptance of web sites can be significant, and as a result understanding the behaviour of web users in various cultures is becoming a significant concern. The eCulture research project is based on previous classical theories and research in culture. It applies a factorial experimental design strategy (the Taguchi method) in crosscultural usability / acceptability, together with other approaches such as semiotic analysis and card sorting. Two types of analysis, both top-down and bottom-up have been implemented to investigate differences in web site usability and acceptability between users from Mainland China and the United Kingdom. Based on experiments on web sites investigating the relationship between cultural issues and usability lacceptability aspects between Chinese and British web users, several issues, such as cultural factors, cognitive abilities, social semiotic differences and other issues have emerged. One of the goals has been to develop 'cultural fingerprints' for both web sites and users in different cultures. By comparing cultural and site fingerprints, usability and acceptability of web sites can be diagrammatically matched to the target culture. Experiments investigating qualitative factors and quantitative data collection and analysis based on the Taguchi method has led to the successful development of two versions of 'cultural fingerprint' for both web sites and target cultures in the UK and China. It has been possible to relate these studies to a wider body of knowledge, and to suggest ways in which the work may be extended in the future

Conveying User Experience in Business-to-Business Environment

Tässä työssä käsittelen käyttäjäkokemuslähtöisen tuotesuunnittelun mahdollisuuksia vaikuttaa erottautumistekijöihin teollisissa yrityksissä, jotka toimivat B2B ympäristössä. Työn tavoitteena on tarkastella kokemuspohjaisen suunnittelun teoreettisia lähtökohtia, ottaen huomioon muotoilun, kognitiotieteiden ja kauppatieteiden alojen tutkimuspohja. B2B ympäristön tarkastelu on tämän työn yksi painopisteistä, koska siinä tuotteen omistus ja käyttö jakautuvat asiakkaiden ja käyttäjien kesken. Tämä toisaalta vaikuttaa tuotteen suunnittelun lähtökohtiin, sen markkinointiin, myyntiin ja vastaavasti asiakas- ja käyttäjäkokemukseen. Työ on tehty FIMECC:in aloittaman UXUS projektin yhteydessä. Projektin tarkoitus on tutkia ja soveltaa käyttäjäkokemuksen lähtökohtia teollisessa ympäristössä. Työssäni pyrin kehittämään teoreettisen ajatusmallin, jolla asiakkaiden ja käyttäjien kokemuksia voidaan tarkastella eri tasoilla ja ottaa huomioon suunnitteluprosessin varhaisissa vaiheissa. Tämä malli pohjautuu osittain psykologisiin teorioihin, jotka tulevat esille aikaisemmissa tutkimuksissa mm. Carver ja Scheier (1998); Sheldon, K.M., Elliot, A.J., Kim, Y. ja Kasser, T. (2001). Ajatusmallin ensisijainen tarkoitus on toimia tukityökaluna tuottajayrityksen tuotekehityksen ja markkinoinnin yksiköille kun halutaan soveltaa kokemuslähtöisen suunnittelun periaatteita yrityksen toiminnassa. Mallin toinen tarkoitus on toimia perustana teolliseen ympäristöön soveltuvien kokemusmittareiden kehitykselle. Työn toinen osio keskittyy yheden UXUS projektin yrityskumppanin toiminnan tutkimiseen (Rocla). Tässä osiossa pyrin kehittämään kokemusmittariston, jonka tarkoituksena on huomioida tuottajayrityksen, tuotevälittäjien, asiakkaiden ja käyttäjien näkemyksiä tuotteiden ominaisuuksista ja kokemuksista sekä mahdollistaa vertailu näiden osapuolten välillä. Kerätyn aineiston ja vertailun tarkoitus on auttaa tuotekehitys- ja markkinointitiimien työtä kun määritetään uusien tuotteiden kehityskriteerit ja myyntiargumentit. Kokemusmittariston sunnittelussa käytän sekä teoreettisia lähtökohtia, jotka käydään läpi työn alussa, että kymmentä johtajatason henkilön haastattelutulosta Roclan tuotekehityksen, markkinoinnin ja myynnin yksiköistä. Tämän lisäksi sovellan ajatuksia keskusteluista, joita käytiin läpi lukuisissa tutkijatapaamisissa, kenttä- ja yritysvierailuilla. Ehdotetun kokemusmittariston avulla kerään aineistoa 57:ltä kokeneelta varastotuotevälittäjältä. Välittäjät vertasivat kahta erityyppistä varastokonetta heidän kokemuksiensa perusteella ja myös osoittivat näkemyksensä psykologisten tarpeiden tärkeydestä asiakkaiden ja käyttäjien näkökulmasta. Aineiston analyysi osoittaa, että vaikka välittäjät kokivat selkeitä eroja tuotteiden visuaalisen ulkonön viehättävyydessä, tämä tekijän tärkeys oli yleisesti vähäinen (mm. osittain linjassa Diefenbach, S. ja Hassenzahl, M. (2011) tulosten kanssa). Tämä tulos tukee ajatusta siitä, jos kokemuspohjaisia lähtökohtia halutaan soveltaa erottautumistekijöinä B2B ympäristössä, niiden pitää olla vahvasti ja selkeästi yhdistettynä taloudellisiin mittareihin.The main goal of this study is to investigate theoretical background behind user experience (UX) paradigm and its possible implementation in industrial product development within business-to-business (B-to-B) environment. This work is conducted in the realm of UXUS project (User Experience and Usability in complex Systems), which was initiated by FIMECC (Finnish Metals and Engineering Competence Cluster) in 2010. In contrast to business-to-consumer environment, B-to-B setting separates ownership and actual use of the product. My aim lies in elaborating on various impacts of this separation on user and customer experiences and possible ways to communicate benefits of better UX to customers and equipment distributors. In the content of this paper, I introduce a theoretical thinking model for approaching experiences in industrial product development and an experimental questionnaire set, which is meant to capture different aspects of product and operating environment experiences. I test the proposed questionnaire set with 57 experienced warehouse equipment distributors who evaluate two separate industrial products. Results indicate that distributors are able to appreciate differences in hedonic qualities of industrial equipment and that visual appearance is a major factor in indicated product perceptions. However, overall hedonic qualities were perceived as less important compared to utilitarian qualities, which is partially in line with consumer product findings by DIEFENBACH, et al. (2011). I also find that distributors were unable to appreciate the importance of three major psychological needs (relatedness, autonomy and competence as indicated by SHELDON, et al., 2001) in industrial product development. I also analyze interviews of ten managers from warehouse equipment manufacturing company Rocla to investigate whether individuals working in separate departments perceive implications of UX paradigm differently. Findings indicate that individuals dealing with R&D activities stress the importance of end-users in deriving criteria for product development whereas individuals dealing with marketing and sales activities emphasize the role of personal relationships with customers. The longrun aim of this research direction is to assess strategic potential of UX paradigm for industrial product manufacturers

User experience in cross-cultural contexts

This dissertation discusses how interdisciplinary UX teams can consider culturally sensitive design elements during the UX design process. It contributes a state-of-the-art meta review on UX evaluation methods, two software tool artifacts for cross-functional UX teams, and empirical insights in the differing usage behaviors of a website plug-in of French, German and Italian users, website design preferences of Vietnamese and German users, as well as learnings from a field trip that focused on studying privacy and personalization in Mumbai, India. Finally, based on these empirical insights, this work introduces the concept culturally sensitive design that goes beyond traditional cross-cultural design considerations in HCI that do not compare different approaches to consider culturally sensitive product aspects in user research

Social commerce users'' optimal experience: stimuli, response and culture

Social commerce users' experience is generated during socio-commercial interactions. Therein, users receive utilitarian and hedonic stimuli that form their experience and influence their responses. However, research is needed to understand how this experience is generated. Based on the stimulus-organism-response framework and flow theory, this study analyzes how hedonic stimulus (here called sPassion) and utilitarian stimulus (usability) affect users' flow experience (organism) to positively impact emotional and behavioral loyalty (users' responses). Furthermore, as social commerce users are culturally diverse, the moderating effect of cultural background is studied, drawing on Hofstede's cultural dimensions. Findings show that hedonic stimulus more strongly impacts social commerce users' flow experience versus utilitarian stimulus. Once users reach the state of optimal experience, their positive responses are reflected in their increased intention to spread social word of mouth, to return to the website and to repurchase on it. Additionally, optimal user experience in social commerce is generated mainly through hedonic stimuli and, while social commerce environments can be culturally diverse, cultural background does not imply changes in users' behavioral patterns. This study theoretically advances research on social commerce users' experience. Likewise, the findings guide online retailers in optimizing user experience via hedonic stimuli to enhance loyalty

A Culturally Aware Approach to Learning System Interface Design

This mixed methods research explored interface design strategies for users from different cultures and localized settings. Guided by the cultural-historical development theory and HCI research, four critical factors—navigation design, information organization, layout design, and visuals—were investigated in designing culturally relevant interfaces for Americans and Taiwanese. American and Taiwanese groups—both contained two sub-groups of 30 participants—were recruited for the quantitative phase. Each participant was exposed to only one interface with content composed in their native language. However, one sub-group in each ethnic group was exposed to a culturally relevant interface and another was exposed to an alien interface. MANOVA on overall performance in both American and Taiwanese groups were significant. Americans performed better using the American interface (Wilks’s Λ=.85, F= 5.15, p< .01). They had significantly shorter performance time in the American (M=775) than the Taiwanese (M=1003) interface (F=6.29, p<.05), but differences on performance accuracy were not significant (F=2.74, p=.103). Taiwanese performed better using the Taiwanese interface (Wilks’s Λ=.67, F=14.06, p< .01). They had shorter performance time in the Taiwanese (M=743) than the American (M=1353) interface (F=6.29, p<.05), and they also had higher performance accuracy on the Taiwanese (M=11.7) than the American (M=10.0) interface (F=7.94, p<.01). In addition, t-test on overall preference in both American and Taiwanese groups were significant. Americans preferred the American (M=58.5) over the Taiwanese (M=53.0) interface (t=2.11, p< .05). And Taiwanese preferred the Taiwanese (M=58.7) over the American (M=46.9) interface (t=3.48, p<.01). Qualitative interviews of six American and six Taiwanese participants revealed three themes: First, when searching, Taiwanese were explorative and relied on hierarchical relationships; while Americans relied on prior experiences and analytical categorizations. Second, both groups have higher affiliation with design features matching their preferences. Finally, matching design features with users’ expectations and needs promotes positive perceptions and enhances interface usability. Both quantitative and qualitative Results imply that user interface designers should consider cultural perspectives when designing interfaces for online learning systems. Further studies might consider the relative impacts of the navigation, information structure, layout, and visual design on a broad range of user differences might have on learning

Evaluating embodied conversational agents in multimodal interfaces

Based on cross-disciplinary approaches to Embodied Conversational Agents, evaluation methods for such human-computer interfaces are structured and presented. An introductory systematisation of evaluation topics from a conversational perspective is followed by an explanation of social-psychological phenomena studied in interaction with Embodied Conversational Agents, and how these can be used for evaluation purposes. Major evaluation concepts and appropriate assessment instruments – established and new ones – are presented, including questionnaires, annotations and log-files. An exemplary evaluation and guidelines provide hands-on information on planning and preparing such endeavours