演讲人：Dr. Zhenhui Jiang (蒋镇辉), Associate Professor, Department of Information Systems, National University of Singapore

日期：2011年4月25日下午1:30-3:00

地点：成人直播二号楼354会议室

Topic: Enticing Consumers via Incomplete Product Experience: An Investigation of Online Product Interactivity Designs

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.

Dr. Zhenhui Jiang (蒋镇辉)简介：

Zhenhui Jiang is an Associate Professor in the Department of Information Systems and Director of Centre for Collaborative Media and Technologies in National University of Singapore. He obtained his Ph.D. degree in management information systems from the University of British Columbia, Vancouver, Canada, and Master’s and Bachelor degrees from Tsinghua University, Beijing. His research interests include the design and evaluation of human–computer interfaces, electronic commerce, online social network, and information privacy. His work has been published in top information systems journals, such as Management Information Systems Quarterly, Information Systems Research, Journal of the Association for Information Systems, and Journal of Management Information Systems. His current research on collaborative online shopping is supported by Ministry of Education (Singapore) with more than half a million US dollars. Dr. Jiang is on the editorial boards of Journal of the Association for Information Systems, AIS Transactions on Human-Computer Interaction, and Journal of Database Management.

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