Please use this identifier to cite or link to this item: https://doi.org/10.1145/1978942.1979335
Title: Enticing consumers via incomplete product experience: An investigation of online product interactivity designs
Authors: Yi, C. 
Jiang, Z. 
Benbasat, I.
Keywords: Full interaction
Interaction constraint
Product seductiveness
Triggered interaction
Virtual product experience (VPE)
Issue Date: 2011
Source: Yi, C.,Jiang, Z.,Benbasat, I. (2011). Enticing consumers via incomplete product experience: An investigation of online product interactivity designs. Conference on Human Factors in Computing Systems - Proceedings : 2679-2688. ScholarBank@NUS Repository. https://doi.org/10.1145/1978942.1979335
Abstract: This paper reports on two studies that investigate the design of online product interactivity. The first study compares three different presentation formats: a video presentation and two Virtual Product Experience (VPE) presentations, namely, triggered interaction and full interaction. The findings suggest that triggered interaction VPE is more effective in enticing users to attend to and further explore the featured products than both the non-interactive video presentation and the full interaction VPE. The second study builds upon the first and focuses on two specific VPE design factors. In particular, it investigates interaction constraint (high versus low constraint) in addition to the activation mode of interaction (process-based interaction versus event-based interaction). The results reveal interesting interaction patterns between the two design factors, i.e., providing less constrained interaction performs better when process-based interaction design is adopted, but performs worse when event-based interaction is employed. Copyright 2011 ACM.
Source Title: Conference on Human Factors in Computing Systems - Proceedings
URI: http://scholarbank.nus.edu.sg/handle/10635/42771
ISBN: 9781450302289
DOI: 10.1145/1978942.1979335
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