Human-Computer Interaction in the Digital Economy
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ItemWhat do Users Actually Look at During ‘Zoom’ Meetings? Discovery Research on Attention, Gender and Distraction Effects( 2022-01-04)During the pandemic, mandatory shutdowns of schools and businesses forced people to communicate almost exclusively through computer-based video communications tools. The transition brought challenges, as users adjusted to the new environment, wading through various distractions, all the while learning the new technology on the go. The existing research into Zoom meetings says little about what users actually observe during these meetings. This discovery-based study explores what users attend to in remote meetings by employing eye tracking technology. Study participants joined an interactive meeting and then watched a recorded Zoom video. We found that participants do pay attention to others in the meetings, and their gaze patterns differ between small and large groups. For small groups, they look away from the screen about one-third of the time. They look at their own video, but women look at themselves more than men. Participants notice distractions but spend little time looking at them.
ItemThinking Fast or slow? Understanding Answering Behavior Using Dual-Process Theory through Mouse Cursor Movements( 2022-01-04)Users’ underlying cognitive states govern their behaviors online. For instance, an extreme cognitive burden during live system use would negatively influence important user behaviors such as using the system and purchasing a product. Thus, inferring the user's cognitive state has practical significance for the commercialized systems. We use Dual-Process Theory to explain how the mouse cursor movements can be an effective measure of cognitive load. In an experimental study with five hundred and thirty-four subjects, we induced cognitive burden then monitored mouse cursor movements when the participants answered questions in an online survey. We found that participants' mouse cursor movements slow down when they are engaged in cognitively demanding tasks. With the newly derived measures, we were able to infer the state of heightened cognitive load with an overall accuracy of 70.22%. The results enable researchers to measure users' cognitive load with more granularity and present a new, theoretically sound method to assess the user's cognitive state.
ItemThe Intricate Effects of Complexity and Personalization on Investment Intention in Robo-Advisory( 2022-01-04)Amongst the tremendous transformation of the financial services industry in recent years, robo-advisory has emerged as new technology and proven its potential to digitalize this industry. Robo-advisors grant their users access to wealth management services that were historically performed manually. In doing so, robo-advisors allow personalization of investment portfolios on an unprecedented scale. Simultaneously, investment decisions are inherently complex for average users. Understanding how personalization and complexity affect users is, therefore, crucial for robo-advisors. We examine these effects in an online experiment with a fictitious robo-advisor and 169 participants. Our results show that personalization lowers users’ intention to invest, while complexity has a significant positive effect on users’ investment intentions and attenuates the negative impact of personalization. We contribute to IS research by uncovering the intricate effects of combining complexity and personalization in digital environments that will gain importance with users facing increasingly complex digital products.
ItemInfluencing Environmentally Sustainable Consumer Choice through Information Transparency( 2022-01-04)A number of studies have argued that recent technological and informational affordances have enabled a greater degree of transparency, which can in turn guide consumer behavior towards more sustainable patterns of consumption. This paper examines whether sustainability attribute information influences sustainable product choice. Our hypotheses are driven by construal level theory and tested through a stated choice experiment in the context of a self-developed online grocery store. Our results show that the mere disclosure of sustainability information does not influence consumers to choose a sustainable product. Rather, the effect of sustainability information on sustainable product choice depends on the sustainability attributes provided. We discuss the contributions of our study to the literature and the implications for practitioners.
ItemFactors Influencing Usage Intentions Towards a Self-service Kiosk with Biometric Authentication.( 2022-01-04)Self-service technologies have developed as helpful tools in our everyday lives while constantly being adapted to meet new challenges and requirements in today’s world. This study explores the factors influencing usage intentions towards a self-service kiosk with biometric authentication in a retail context. A quantitative study with 28 participants was conducted in a laboratory environment. Participants were asked to purchase a SIM card at a self-service kiosk. The findings revealed that convenience and relative advantage had a strong impact on usage intention. In contrast, functionality and security concerns towards biometric authentication showed no significant effects. In addition, the results indicate that usage intention affected positive word of mouth. Further analysis revealed that usage intention mediated the relationship between the significant influence factors (i.e., convenience, relative advantage) and word of mouth.