Communicating Product User Reviews and Ratings in Interfaces for e-Commerce: A Multimodal Approach

Ghandour, R. and Rigas, D. 2016. Communicating Product User Reviews and Ratings in Interfaces for e-Commerce: A Multimodal Approach. International Conference on HCI in Business, Government and Organizations. Canada 2016 - 2017 Springer international. https://doi.org/10.1007/978-3-319-39396-4_8

TitleCommunicating Product User Reviews and Ratings in Interfaces for e-Commerce: A Multimodal Approach
AuthorsGhandour, R. and Rigas, D.
TypeConference paper
Abstract

This paper describes a comparative empirical evaluation study that uses multimodal presentations to communicate review messages in an e-commerce platform. Previous studies demonstrate the effective use of multimodality in different problem domains (e.g. e-learning). In this paper, multimodality and expressive avatars are used to communicate information related to product reviews messages. The data of the reviews was opportunistically collected from Facebook and Twitter. Two independent groups of users were used to evaluate two different presentations of reviews and ratings using as a basis an experimental e-commerce platform. The control group used a text-based with emojis presentation and the experimental group used a multimodal approach based on expressive avatars. Three parameters of usability were measured. These were efficiency, effectiveness, user satisfaction, and user preference. The result showed that the two approaches performed similarly. These findings provide a basis for further experiments in which text, emojis and expressive avatars can be combine to communicate a larger volume of reviews and ratings.

KeywordsProduct Reviews,Social Media,Multi modality
Year2016
ConferenceInternational Conference on HCI in Business, Government and Organizations
PublisherSpringer international
Publication dates
Published2016
JournalLecture Notes in Computer Science
Journal citation9751, pp. 82-93
ISBN9783319393964
Digital Object Identifier (DOI)https://doi.org/10.1007/978-3-319-39396-4_8
Web address (URL) of conference proceedingshttp://2016.hci.international/proceedings

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