Interactive e-branding in e-commerce interfaces: survey results and implications

Rigas, Dimitrios and Hussain, Hammad (2016) Interactive e-branding in e-commerce interfaces: survey results and implications. In: HCI in Business, Government, and Organizations: eCommerce and Innovation, 17-22 July 2016, Toronto, Canada.

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This paper explores user views on the way in which interactive e-branding techniques are perceived. A survey consisting of 100 respondents was contacted to address the questions relating to the topic. It was found that current techniques may improve the effectiveness, efficiency and user satisfaction. The paper discusses the findings and concludes with recommendations for further work to improve the overall user experience through interactivity. Virtual shopping assistance was also identified as a factor that can aid users further to resolve problems during their online engagement.

Item Type: Conference or Workshop Item (Paper)
ISSN: 0302-9743
ISBN: 9783319393957
Identifier: 10.1007/978-3-319-39396-4_42
Page Range: pp. 457-467
Additional Information: © Springer Verlag 2016. The final publication is available at Springer via
Uncontrolled Keywords: Interactivity, e-Branding, e-Commerce interfaces, Effectiveness, Efficiency, User satisfaction, e- Loyalty, Virtual shopping assistants
Subjects: Business and finance
Depositing User: Dimitrios Rigas
Date Deposited: 15 Jun 2016 16:19
Last Modified: 01 Aug 2017 12:09

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