Stopping Variables in Online Buying Processes: An Innovation Diffusion Approach

In this empirical study, variables that discriminate between consumers who search online but buy offline and consumers who search and buy online using Internet and the World Wide Web are identified using the innovation diffusion framework. Results show that, across eight product categories, mainly two variables discriminate between the two groups of consumers: self-assessed skill level and perceived transaction security

Dynamic Prediction of retail Website Visitors\u27 Intentions

This paper presents a model for identifying general intentions of consumers visiting a retail website. When visiting a transactional website, consumers have various intentions such as browsing (i.e., no purchase intention), purchasing a product in the near future, or purchasing a particular product during their current visit. By predicting these intentions early in the visit, online merchants could personalize their offer to better fulfill the needs of consumers. We propose a simple model which enables classifying visitors according to their intentions after only four traversals (clicks). The model is based solely on navigation patterns which can be automatically extracted from clickstream. The results are presented and extensions of the model are proposed

Eye-tracking for IS Research: A Literature Review

In this literature review, we describe the Information Systems (IS) research using eye-tracking. Based on a sample of 60 papers published since 2008 in journals and conference proceedings, we examine i) what is the trend in eye-tracking IS research, ii) what types of experimental design have been used, iii) what types of metrics have been collected and iv) what constructs and topics have been investigated. We found that IS research using eye-tracking is broad in its research themes but concentrated in its methods of analysis. All the research is quantitative and mostly use fixation counts on computer desktop. A limited number of articles take advantage of pupil dilation measure or mobile eye-tracking. We call for broadening the methods of collection and analysis in eye-tracking IS research

Investigating the Effect of Product Sorting and Users’ Goal on Cognitive load

One of the most important goals of information systems is to minimize users’ mental effort during decision making. Product sorting is a common way of displaying information for online consumers, which is designed to help them in order to find their desired products more efficiently. Product sorting may help users to make their product decision more conveniently depending on the criteria they have for choosing their product. Our goal in this study was to investigate how different product sorting (i.e., alphabetical, price) may decrease users’ cognitive load during product evaluation phase depending on users’ goal (i.e., product name, price). We expect that a match between goal and sorting type will decrease the amount of mental workload necessary for making a product decision compared to a mismatch condition. A two-factor (Product sorting X Users’ goal) within-subject experiment was designed to test the hypotheses. Contributions to research and implications for practice are discussed

Consumers\u27 Online Cognitive Scripts:A Neurophysiological Approach

A cognitive script is a predetermined sequence of actions that define a well-known situation. Building on neuroscience literature, the objectives of this research-in-progress are to verify and validate that consumers activate cognitive scripts when shopping online, understand how cognitive scripts are formed by consumers over multiple online shopping trips, and investigate how consumers activating different cognitive scripts respond when facing a novel shopping environment. Twenty-one novice participants (i.e., no digital music purchase experience) were assigned to either an “intrascript” condition (multiple visits to a single website) or an “interscript” condition (single visits to multiple websites). Using psychometric and neurophysiological measures, our results suggest that intrascript consumers appear to use more automatic processing, while interscript consumers use more controlled processing. In addition, when visiting a new website, interscript consumers perceive this website as easier to use than intrascript consumers. Theoretical and practical implications of these results are discussed

Physical interaction with technology: kinesiology as a reference discipline for information systems research

In an era of constantly evolving technology, we are using more and more of our bodies to interact with our technological devices. While prior interfaces required small movement of wrists and fingers to work the keyboard and mouse, we now, for example, use multiple fingers on a tactile interface while holding the device with the other hand and walking down the street. All of this additional movement of our bodies changes the dynamics of how we interact with information systems, and consequently impacts our perceptions, motivations, and decisions in everyday tasks. In this paper we present a new reference discipline, kinesiology, that can inform the study of our physical interactions with technology. We also propose two new variables, direct and indirect physicality, that can be used to better understand how this physicality can affect the user\u27s perceptions and behaviors

Enhancing the Museum Experience of an Augmented Reality (AR) Art Exhibition Through Digital Exhibit Labels and Gamification

Due to emerging and disruptive technologies, museums are searching for ways to enhance their visitors’ experience. This paper investigates aspects of an Augmented Reality (AR) art exhibition for their potential effects on a visitor’s museum experience and engagement. Through a mixed experimental design we tested the effects of two factors, namely the exhibit label’s Channel (print vs. digital) and the presence of Gamification (none vs. quiz game). Forty seven participants were randomly assigned to one of two groups, each with two treatments: (1) Print No Gamification and With Gamification (n = 24), (2) Digital No Gamification and With Gamification (n = 23). Results revealed that displaying exhibit labels for AR artworks in digital rather than print form resulted in a significantly higher level of Cognitive Absorption among participants. This, in turn, had a positive impact on visitors’ aesthetics, education, entertainment and escapism (4Es), and ultimately both engagement and behavioural intentions

Investigating the Influence of Technostress and Financial Stress on Users’ Psychophysiological and Behavioral Responses: A Pilot Study

We report on a pilot study investigating the influence of financial stress and technostress on users’ responses towards digital financial transactions. We developed a two factor within-subject design, where techno-unreliability as variable system response time under time pressure and perceived financial loss were manipulated in a 3x2 design. We collected psychophysiological, perceptual and behavioral data from N=15 participants while performing an adapted version of the Iowa Gambling Task. The analysis reported decreased perception of system responsiveness, financial decision quality, electrodermal activity and variable heart rate in response to both manipulated factors. We posit that these results may indicate participants’ disengagement towards the performance of a transactional digital financial task as a potential coping strategy in response to financial and technological stress. This pilot study contributes to further knowledge towards the understanding of the relationship between technology-related and financial stress

The Influence of Task Types on User Experience after a Web Interface Update

Using cognitive script and cognitive lock-in theories, this paper presents the results of a user experience experiment that tested the user’s emotional and cognitive states when presented with a major redesign of a service provider’s website. A within-subject design involved 57 participants, who engaged in both informational and transactional tasks during four consecutive visits to a financial institution’s website, generating a total of 772 observations. Psychophysiological data were collected as measures of cognitive load, emotional valence, and emotional arousal during users’ website visits. Results suggest that repeat visits to an updated website lead to decreased cognitive load and increased arousal. They also offered support for the moderating role of task type on the relationship between task repetition and the users’ emotional and cognitive responses. Specifically, transactional tasks were associated with a greater cognitive cost and lower emotional valence than informational tasks during the initial visits to an updated site

Impact of Information Technology Multitasking on Hedonic Experience

This study investigates the impact of information technology (IT) multitasking on multisensory hedonic experience. Existing literature extensively studies the impact of IT multitasking on user experience in a professional context but still lacks insight regarding this influence in a hedonic context. This study contributes to the literature by examining how technology can alter pleasure induced by hedonic activities. In a context of engaged IT interaction along with multisensory music listening, we hypothesize that the multisensory factor positively influences emotional reaction. We also hypothesize that IT interaction will degrade the hedonic experience. We conducted a multi-method experiment using both explicit (questionnaires) and implicit (automatic facial analysis, and electrodermal activity) measures of emotional reactions. Results support our hypotheses and highlight the importance of avoiding multitasking with technology during passive hedonic activities for better experience. Future research may examine IT multitasking’s influence on active hedonic activities