Communicating product user reviews and ratings in interfaces for e-commerce: a multimodal approach

Rigas, Dimitrios and Ghandour, Rajab (2016) Communicating product user reviews and ratings in interfaces for e-commerce: a multimodal approach. In: HCIBGO 2016: HCI in Business, Government, and Organizations: eCommerce and Innovation. Lecture Notes in Computer Science, 9751. Springer International Publishing, pp. 82-93. ISBN 9783319393957

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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.

Item Type: Book Section
Identifier: 10.1007/978-3-319-39396-4_8
Additional Information: © Springer Verlag 2016. The final publication is available at Springer via
Keywords: Multimodality, Expressive avatars, e-Commerce, Usability, Social media, Reviews, Effectiveness, Efficiency, User satisfaction
Subjects: Business and finance
Depositing User: Dimitrios Rigas
Date Deposited: 15 Jun 2016 16:57
Last Modified: 28 Aug 2021 07:07


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