Understanding the effect of smart retail brand - consumer communications via mobile instant messaging (MIM) - an empirical study in the Chinese context

Faced with competitive forces, retailers are innovating by adopting ‘smart’ technologies such as contactless, omni-channel, ubiquitous computing, social networking and mobile apps. This paper examines consumer behavior responses during the use of a mobile instant messaging (MIM) application channel adopted by a Chinese pure-play retailer. MIM is text-based, real-time, mobile computer-mediated communication technology accomplishing real-time interaction with other users regardless of location. WeChat, a full service MIM application, contains functional and social features including SMS, MMS, LBS, photo sharing, voice message, video calls and “Moments” sharing, which is its social propagating feature. There is a paucity of literature on the role of MIM in building relationships and especially, the relevance of emotion and WOM for consumers engaging in MIM human-computer interactions. The model tested was derived from prior research on trust and also Stimuli-Organism-Response (SOR) that depicts the effects of environmental/informational stimuli on consumers’ responses. Specific research objectives included investigating the prediction that environmental stimuli comprising socialness perception, media richness, and involvement induce a positive emotional state, which results in positive WOM. The study employed a quantitative approach using a questionnaire posted on a WeChat (MIM) channel. The sample comprised Chinese WeChat users, typically young consumers (n=486). SEM was used to analyze the data. Prior research has indicated that building relationships with consumers is more difficult when the relationships are consumer-computer as compared to consumer-person (face-to-face). The findings of this study suggest that such a negative effect can be alleviated by the use of MIM, which is associated with socialness perception, media richness, consumer involvement, emotional connections and positive WOM. To the authors’ knowledge, this study is original in integrating socialness perception, media richness and WOM into the SOR framework. The implications for practitioners are discussed, relating in particular to retailers’ need to be aware of the extent to which consumers are willing to engage with MIM applications

Understanding the effect of smart retail brand - consumer communications via mobile instant messaging (MIM) - an empirical study in the Chinese context

Faced with competitive forces, retailers are innovating by adopting ‘smart’ technologies such as contactless, omni-channel, ubiquitous computing, social networking and mobile apps. This paper examines consumer behavior responses during the use of a mobile instant messaging (MIM) application channel adopted by a Chinese pure-play retailer. MIM is text-based, real-time, mobile computer-mediated communication technology accomplishing real-time interaction with other users regardless of location. WeChat, a full service MIM application, contains functional and social features including SMS, MMS, LBS, photo sharing, voice message, video calls and “Moments” sharing, which is its social propagating feature. There is a paucity of literature on the role of MIM in building relationships and especially, the relevance of emotion and WOM for consumers engaging in MIM human-computer interactions. The model tested was derived from prior research on trust and also Stimuli-Organism-Response (SOR) that depicts the effects of environmental/informational stimuli on consumers’ responses. Specific research objectives included investigating the prediction that environmental stimuli comprising socialness perception, media richness, and involvement induce a positive emotional state, which results in positive WOM. The study employed a quantitative approach using a questionnaire posted on a WeChat (MIM) channel. The sample comprised Chinese WeChat users, typically young consumers (n=486). SEM was used to analyze the data. Prior research has indicated that building relationships with consumers is more difficult when the relationships are consumer-computer as compared to consumer-person (face-to-face). The findings of this study suggest that such a negative effect can be alleviated by the use of MIM, which is associated with socialness perception, media richness, consumer involvement, emotional connections and positive WOM. To the authors’ knowledge, this study is original in integrating socialness perception, media richness and WOM into the SOR framework. The implications for practitioners are discussed, relating in particular to retailers’ need to be aware of the extent to which consumers are willing to engage with MIM applications

Navigation in hypermedia learning systems: Experts vs. novices

With the advancement of Web technology, hypermedia learning systems are becoming more widespread in educational settings. Hypermedia learning systems present course content with non-sequential formats, so students are required to develop learning paths by themselves. Yet, empirical evidence indicates that not all students can benefit from hypermedia learning. Research into individual differences suggests that prior knowledge has significant effects on student learning in hypermedia systems, with experts and novices showing different preferences to the use of hypermedia learning systems and requiring different levels of navigation support. It is therefore essential to develop a mechanism to help designers understand the needs of experts and novices. To address this issue, this paper presents a framework to illustrate the needs of students with different levels of prior knowledge by analyzing the findings of previous research. The overall aim of this framework is to integrate students’ prior knowledge into the design of hypermedia learning systems. Finally, implications for the design of hypermedia learning systems are discussed

Hypermedia learning and prior knowledge: Domain expertise vs. system expertise

Prior knowledge is often argued to be an important determinant in hypermedia learning, and may be thought of as including two important elements: domain expertise and system expertise. However, there has been a lack of research considering these issues together. In an attempt to address this shortcoming, this paper presents a study that examines how domain expertise and system expertise influence students’ learning performance in, and perceptions of, a hypermedia system. The results indicate that participants with lower domain knowledge show a greater improvement in their learning performance than those with higher domain knowledge. Furthermore, those who enjoy using the Web more are likely to have positive perceptions of non-linear interaction. Discussions on how to accommodate the different needs of students with varying levels of prior knowledge are provided based on the results

A reflective characterisation of occasional user

This work revisits established user classifications and aims to characterise a historically unspecified user category, the Occasional User (OU). Three user categories, novice, intermediate and expert, have dominated the work of user interface (UI) designers, researchers and educators for decades. These categories were created to conceptualise user's needs, strategies and goals around the 80s. Since then, UI paradigm shifts, such as direct manipulation and touch, along with other advances in technology, gave new access to people with little computer knowledge. This fact produced a diversification of the existing user categories not observed in the literature review of traditional classification of users. The findings of this work include a new characterisation of the occasional user, distinguished by user's uncertainty of repetitive use of an interface and little knowledge about its functioning. In addition, the specification of the OU, together with principles and recommendations will help UI community to informatively design for users without requiring a prospective use and previous knowledge of the UI. The OU is an essential type of user to apply user-centred design approach to understand the interaction with technology as universal, accessible and transparent for the user, independently of accumulated experience and technological era that users live in

The relationship between web enjoyment and student perceptions and learning using a web-based tutorial

Web enjoyment has been regarded as a component of system experience. However, there has been little targeted research considering the role of web enjoyment alone in student learning using web-based systems. To address this gap, this study aims to examine the influence of web enjoyment on learning performance and perceptions by controlling system experience as a variable in the study. 74 students participated in the study, using a web-based tutorial covering subject matter in the area of 'Computation and algorithms'. Their learning performance was assessed with a pre-test and a post-test and their learning perceptions were evaluated with a questionnaire. The results indicated that there are positive relationships between the levels of web enjoyment and perceived usefulness and non-linear navigation for users with similar, significant levels of system experience. The implications of these findings in relation to web-based learning are explored and ways in which the needs of students who report different levels of web enjoyment might be met are discussed

Examining the role of smart TVs and VR HMDs in synchronous at-a-distance media consumption

This article examines synchronous at-a-distance media consumption from two perspectives: How it can be facilitated using existing consumer displays (through TVs combined with smartphones), and imminently available consumer displays (through virtual reality (VR) HMDs combined with RGBD sensing). First, we discuss results from an initial evaluation of a synchronous shared at-a-distance smart TV system, CastAway. Through week-long in-home deployments with five couples, we gain formative insights into the adoption and usage of at-a-distance media consumption and how couples communicated during said consumption. We then examine how the imminent availability and potential adoption of consumer VR HMDs could affect preferences toward how synchronous at-a-distance media consumption is conducted, in a laboratory study of 12 pairs, by enhancing media immersion and supporting embodied telepresence for communication. Finally, we discuss the implications these studies have for the near-future of consumer synchronous at-a-distance media consumption. When combined, these studies begin to explore a design space regarding the varying ways in which at-a-distance media consumption can be supported and experienced (through music, TV content, augmenting existing TV content for immersion, and immersive VR content), what factors might influence usage and adoption and the implications for supporting communication and telepresence during media consumption

Effective Affective User Interface Design in Games

It is proposed that games, which are designed to generate positive affect, are most successful when they facilitate flow (Csikszentmihalyi 1992). Flow is a state of concentration, deep enjoyment, and total absorption in an activity. The study of games, and a resulting understanding of flow in games can inform the design of nonleisure software for positive affect. The paper considers the ways in which computer games contravene Nielsen’s guidelines for heuristic evaluation (Nielsen and Molich 1990) and how these contraventions impact on flow. The paper also explores the implications for research that stem from the differences between games played on a personal computer and games played on a dedicated console. This research takes important initial steps towards defining how flow in computer games can inform affective design