University of Leicester
2014AlSokkarAAMPhD.pdf (4 MB)

Multimodal human-computer interaction for enhancing customers’ decision-making and experience on B2C e-commerce websites

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posted on 2014-12-09, 11:49 authored by Abdullah Ahmad Musa Al Sokkar
The main aim of this thesis was to identify, complement and refine the factors that contribute to users’ intention to purchase, satisfaction and attitude toward using a particular B2C online environment, as well as the causal relationships between these factors. A systematic literature review on Information System (IS), Market Research, and User Experience (UX), which has informed the design and development of a pilot study, has been conducted. Results have led to the conception of an online shopping decision-making (OSDM) model called ‘Episodic UX Model on Decision-Making’ (EUX-DM). It has been developed by integrating the established Technology Acceptance Model (TAM) as well as Information System Success Model (ISSM), and emerging UX models, and Expectation-Confirmation Theory (ECT). Results from analysing 305 responses to the web-based questionnaire aimed to evaluate EUX-DM verified its validity. In addition, after investigating the users’ preferences for the possible modifications related to the use of visual avatar in a particular B2C e-Commerce website for information presentation, another research focus has been placed on identifying the real conversational functions and their related communicational behaviour in designing male and female visual avatars’ facial expressions and body gestures. Following this, four different types of information presentations have been developed to be used in a contrived B2C online shopping environment, namely: (i) 2D static graphical and textual information, (ii) non-expressive avatars, (iii) avatars with facial expressions, (iv) and avatars with facial expressions and body gestures information presentations. Consequently, these information presentations were empirically investigated through two experimental studies. The outcomes of these studies indicated that the gender of the avatar and participants were found to be insignificant factors for any of the measured qualities, and the use of visual avatars with animated facial expressions and body gestures positively influenced customers’ usage attitude, intention to purchase and satisfaction.



Law, Effie; Fiadeiro, Jose

Date of award


Author affiliation

Department of Computer Science

Awarding institution

University of Leicester

Qualification level

  • Doctoral

Qualification name

  • PhD



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