Please use this identifier to cite or link to this item: https://doi.org/10.1145/2556288.2557143
Title: Share your view: Impact of co-navigation support and status composition in collaborative online shopping
Authors: Yue, Y.
Ma, X.
Jiang, Z. 
Keywords: Buyer-advisor
Co-navigation
Cobuyers
Collaborative Online Shopping
Eye-tracking
Location cue
Shared view
Split screen
Status composition
Issue Date: 2014
Citation: Yue, Y.,Ma, X.,Jiang, Z. (2014). Share your view: Impact of co-navigation support and status composition in collaborative online shopping. Conference on Human Factors in Computing Systems - Proceedings : 3299-3308. ScholarBank@NUS Repository. https://doi.org/10.1145/2556288.2557143
Abstract: Collaborative online shopping, an emerging paradigm in ecommerce, allows remote shoppers to extend purchaseoriented social interactions into the digital environment. Online vendors have been experimenting ways to facilitate this activity. However, more research needs to be done on identifying what feature can create a pleasing shopping experience and ultimately encourage spending. In this paper, we present an exploration of the impact of conavigation supports, including location cue, split screen, and shared view, on the experiences and performance of 60 co-shopper dyads. We also studied if status composition of shopping companions played a role in this process. By analyzing about 1800 minutes of eye-tracking data, video footages, and web logs, we found that split screen encouraged more diverse product search, shared view enabled better coordination, and location cue was the least distracting. Co-buyers achieved better factual and inference understanding, though buyer-advisor dyads were more likely to stay together.
Source Title: Conference on Human Factors in Computing Systems - Proceedings
URI: http://scholarbank.nus.edu.sg/handle/10635/78349
ISBN: 9781450324731
DOI: 10.1145/2556288.2557143
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