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

Using authentic 3D product visualisation for an electrical online retailer

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical electrical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiments. The first experiment uses two-way repeated measures ANOVA to determine the effects of the antecedents on 3D authenticity. In a second experiment, a one-way ANOVA compares telepresence and authenticity scores. This research uses a U.K. sample to investigate the effects of control and animated colours on 3D authenticity and the effects of 3D authenticity on experiential and instrumental values. The results reveal significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. Moreover, experiential and instrumental values represent the main consequences of 3D authenticity

Using 3D product visualisation to tap consumers’ experience with online retailers: From telepresence to authenticity

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiment. The first stage uses two-way repeated measures ANOVA to determine the effects of the progressive levels of control and animated colours on 3D authenticity (the dependent variable). In a second stage, we use structural equation modelling to test the proposed hypothesis. This research uses a U.K. sample to investigate the effects of 3D authenticity and 3D telepresence on willingness to purchase and reveals significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid

Native advertising : attitudes, value and purchase intention

textNative-form advertising in the digital space can most easily be defined as promotional content constructed to mimic the form and structure of the website that it is embedded on. With the rise of user generated content and social media, digital native advertising is fast becoming a popular promotional tactic for brands looking to engage with an online audience. This study examines whether this form of advertising significantly impacts consumer attitudes towards the ad, value of the ad and purchase intention of the promoted product across three product categories. Although not significant, results suggest that native advertising positively impacts entertainment- and lifestyle-based products, while information-based service industries, including cyber security, saw a negative reaction from respondents. That said, product category did influence attitude toward the ad and ad value regardless of the ad type. Moreover, a strong positive correlation between product involvement and purchase intention was found, indicating the need to target specific audiences with online native advertising.Advertisin

Modelling 3D product visualisation for the online retailer

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This research aims to explain the process that previous researchers have discussed concerning the consumer virtual experience, using three-dimensional (3D) product visualisations, within online retailers. In addition, this research aims to identify the main advantages of using 3D product visualisation in comparison to two-dimensional (2D) static pictures within online retailers. Moreover, using the online Stimulus-Organism-Responses (S-O-R) paradigm, this research aims to model the effect of 3D product visualisation on consumers’ perception and responses towards the online retailer environment. Given that the appearance of the notion of telepresence or presence and their implications on the online retailer, many scholars attempt to build and develop models that can suit these notions online. However, this thesis argues that the notion of 3D telepresence is not the proper terminology to be used within the online retail context and therefore, this research raises the following question “how do consumers perceive 3D product virtualisation (telepresence) compared with 3D product authenticity on online retailers’ websites?” The effects of 3D product visualisation and 2D static pictures have been raised during the past decade to determine which is better for the online consumers. Marketers and information system scholars started wondering about the best device that can generate hedonic and utilitarian values for the consumers. To investigate the main impact of 3D product visualisation and 2D static pictures on hedonic and utilitarian values, this research raises the following questions: How do consumers perceive 3D hedonic values compared with 2D hedonic values on online retailers’ website? How do consumers perceive 3D product visualisation utilitarian values compared with 2D utilitarian values on online retailers’ website? This thesis, based on the previous literature in interactivity and vividness, narrowed down the 3D authenticity antecedents to the control and animated colour constructs. Moreover, to determine the effect of the progressive levels of control and animated colour constructs on the 3D authenticity construct, it raises the following research question: How do different levels of 3D control and animated colours influence 3D authenticity? To determine the effects of the progressive levels of 3D hedonic and utilitarian values on behavioural intention construct, this thesis raises the following research question: How do different levels of 3D hedonic and utilitarian levels influence behavioural intentions? Based on the online S-O-R framework, previous studies investigate the impact of the whole website e-retail environment (many stimuli) on consumers’ responses. Yet, this is the first study that is using one stimulus, namely 3D laptop product visualisation to investigate its impacts on consumers’ perceptions and responses using the online S-OR paradigm. Therefore, this thesis raises the following research question: How do control, animated colours, 3D authenticity, hedonic and utilitarian values affect consumers’ behavioural intention? The results reveal significant differences between 3D telepresence and 3D authenticity constructs. 3D telepresence involves an illusion or a sense of being transported to another place, whereas 3D authenticity refers to the ability to imagine a virtual object as real. The 3D authenticity construct is more significant in simulating an online retailer’s products. The proposed online S-O-R conceptual model achieves acceptable fit and the hypothesised paths are all valid. This research adds to the marketing literature the notion of 3D authenticity and contributes a valid scale to measure that new variable. Moreover, it is the first study that connects and uses the antecedents of 3D authenticity (S), control and animated colours, to investigate their impact on 3D authenticity, hedonic and utilitarian values (O), and the impact of the Organism constructs (O) on behavioural intention (R). Furthermore, the final framework considers the first framework that has studied the impact of one stimulus using the online S-O-R framework on an electronic retailer website environment. Indeed, to the best of the researcher’s knowledge, this is the first study that uses a UK sample to investigate the effects of an authentic 3D product visualisation in an electronic e-retailing industry (i.e., laptops).The University of Jorda

Process and Outcome Evaluation of a Social-Networking Website for Health Promotion

Overweight and obesity pose a significant threat to the health and wellbeing of college students. However, studies of interventions to improve the health behaviors of college students are few in number, largely atheoretical, and have limited potential for widespread dissemination. The goal of this study was to evaluate a pilot of an internet based social-networking intervention to promote health behavior change. Specific aims were to assess the role of behavioral engagement as a mechanism of change over time, review qualitative feedback regarding participants\u27 likes and dislikes of the website, and use social networking analysis (SNA) to analyze structural support and its effects on behavior change. The sample consisted of 39 students from the Loma Linda University School of Public Health. Participants each selected a specific health behavior goal that they wished to achieve in the 10-week period of the study and completed the web-based individual health behavior change project as part of the coursework. Results showed a significant improvement in participant health behavior across the course of the study period. Results also indicated that level of peer feedback and support received significantly moderated change in health behavior across time such that greater improvement in health behavior was observed in those who received a greater amount of peer feedback. Qualitative analysis revealed participants reported the features of peer feedback, personal blog, and line graph of heath behavior change to be the most helpful. The most commonly reported frustrations were website technical difficulties, particularly at the start of the study. The SNA showed that indegree (number of ties received) and, to a lesser extent, outdegree (number of ties originated with another) predicted attainment of clinically significant change. Furthermore, examination of the structural network diagram revealed that more concentrated sets of reciprocal ties existed among participants who attained clinically significant change. Although further research is needed, these findings suggest that web-based social support interventions may be effective in promoting change in variety of health behaviors and that SNA is a useful technique for investigating the influence of aspects of structural support on health behavior change

Consumers and Augmented Reality in Shopping and Services: Drivers and Consequences

This dissertation investigated the effect of augmented reality on user experience and also the mediation effect of user experience in the relationship between augmented reality and the outcome variables including user satisfaction and user’s willingness to buy/user’s willingness to use augmented reality. Three studies were conducted in three different contexts, including buying consumer products, entertainment services and vehicle service use. The results indicate that augmented reality significantly and positively influence user experience, and user experience fully mediates the impact of augmented reality on user satisfaction and user’s willingness to buy/ user’s willingness to use augmented reality. Further, the results showed that trade-off between price and value, user’s information privacy control, perceived control and responsiveness moderate the effect of augmented reality on user experience. In addition, a new scale was developed to capture and measure the output quality in terms of image recognition generated by augmented reality. Additionally, a new aspect of user experience exclusively driven by augmented reality was developed and added to the current user experience scale

The Analysis of Consumers’ Affective Responses to Brand Presentation, Awareness, and Loyalty: A Contemporary Development in Selecting Media Channels

In today’s digital age, it is becoming increasingly difficult for advertising professionals to effectively evaluate which media channel will best reach their target audience. This study investigated the differences in self-reported consumer affective responses to brand presentation, brand awareness, and brand loyalty by medium. An experiment was performed to determine if there were differences in brand presentation, brand awareness, and brand loyalty between traditional and digital media advertisements. Statistically significant differences were found between participants’ responses to viewing a Facebook-branded business page and a traditional print advertisement