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dc.contributor.authorAborokbah, Majed Mohammeda
dc.date.accessioned2014-11-19T09:21:47Z
dc.date.available2014-11-19T09:21:47Z
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/2086/10499
dc.description.abstractThis thesis investigates empirically multimodal socially interactive e-commerce interfaces. The overall hypothesis is that multimodal social interaction will improve the usability of e-commerce interfaces and increase the user‘s feeling of social presence, decision making and product understanding when compared to an equivalent non-multimodal socially interactive interface. The investigation consisted eight conditions in three experimental phases. The first experimental phase investigated non-socially interactive, static-socially interactive, and interactive-socially interactive interfaces (three conditions) using an e-commerce platform with a dependent sample of users (n=36). The second experimental phase continued with the comparative evaluation of a further two conditions based on the results of the first phase. An audio and an avatar-based socially interactive conditions were evaluated with two independent groups of users (n=18 for each group). The third experimental phase investigated three socially interactive conditions. These were text with graphics, auditory stimuli, and avatars. The results demonstrate that socially interactive metaphors in e-commerce interfaces improved the ability of users to use presented information effectively, make decisions in comparison to non-social or static social interactive interfaces. An avatar-based socially interactive e-commerce interface improved the user‘s social presence. A set of empirically derived guidelines for the design and use of these metaphors to communicate information in a socially interactive atmosphere is also introduced and discussed .en
dc.language.isoenen
dc.publisherDe Montfort Universityen
dc.subjectUsabilityen
dc.subjecte-commerce usabilityen
dc.titleMultimodal E-Commerce: A Usability and Social Presence Investigationen
dc.typeThesis or dissertationen
dc.publisher.departmentFaculty of Technologyen
dc.type.qualificationlevelDoctoralen
dc.type.qualificationnamePhDen


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