Human-Computer Interaction in Virtual Worlds and Mobile Commerce

There are two temes for the seminar: The theme for the first day is Mobile Commerce and the focus of the second day is Virtual World.

Fiona Nah, University of Nebraska
Keng Siau, University of Nebraska

Registration is now closed.

Participants are taken in the registration order, as long as there is free space in the class room.
This course is free-of-charge for INFORTE member organisation's staff. For others, participation fee is 360 EUR.

9.00  Morning Coffee & Opening
9.15  HCI Research in Information Systems
10.45 Break
11.00 Mobile Interaction Design: Integrating Individual and Organizational Perspectives
12.30 Lunch break
13.30 An Empirical Study to Identify Values of Mobile Commerce to Customers
15.00 Coffee
15.30 Panel: How should HCI be integrated into IS curriculum?
17.00 Closing

8.30 Coffee
9.00 3-D Virtual World Education: An Empirical Comparison with Face-to-FaceClassroom
10.30 Break
10.45 Virtual World Affordances: Enhancing Brand Value
12.15 Lunch break
13.15 Enhancing Brand Equity through Flow and Telepresence: A Comparison of 2D & 3D Virtual Worlds
14.45 Coffee
15.00 Discussion
16.30 Closing

Talks by Professor Fiona Fui-Hoon NAH
1. Mobile Interaction Design: Integrating Individual and Organizational Perspectives
Abstract: While mobile computing provides organizations with many information systems implementation alternatives, it is often difficult to predict the potential benefits, limitations, and problems with mobile applications. Given the inherent portability of mobile devices, many design and use issues can arise which do not exist with desktop systems. While many existing rules of thumb for design of stationary systems apply to mobile systems, many new ones emerge. Issues such as the security and privacy of information take on new dimensions, and potential conflicts can develop when a single mobile device serves both personal and business needs. This paper identifies potential issues and problems with the use of mobile information systems by examining both personal and organizational perspectives of mobile devices and applications. It provides a set of guidelines that can assist organizations in making decisions about the design and implementation of mobile technologies and applications in organizations.
2. Enhancing Brand Equity through Flow and Telepresence: A Comparison of 2D and 3D Virtual Worlds
Abstract: This research uses theories of flow, telepresence, positive emotions, and brand equity to examine the effect of using 2D versus 3D virtual world environments on telepresence, enjoyment, brand equity, and behavioral intention.  The findings suggest that the 3D virtual world environment produces both positive and negative effects on brand equity when compared to the 2D environment.  The positive effect of the 3D virtual world environment on brand equity occurs through telepresence, a specific aspect of flow, as well as enjoyment.  The negative effect on brand equity can be explained using distraction-conflict theory in which attentional conflicts faced by users of a highly interactive and rich medium resulted in distractions from attending to the brand.  Brand equity, in turn, has a positive effect on the behavioral intention.  The results suggest that although the 3D virtual world environment has the potential to increase brand equity by offering an immersive and enjoyable virtual product experience, the rich environment can also be a distraction.  Therefore, developers of virtual world branding sites need to take into account limitations in the information processing capacity and attention span of users when designing their sites in order to avoid cognitive overload, which can lead to users being distracted from branding information.  This paper not only provides a theoretical foundation for explaining users’ experience with 2D versus 3D virtual world branding sites but also provides insights to practitioners for designing 3D virtual world sites to enhance brand equity and intentions through user engagement.

Talks by Professor Keng SIAU
1. An Empirical Study to Identify Values of Mobile Commerce to Customers
Abstract: Advances in wireless technology have stimulated rapid developments in electronic commerce via the use of mobile devices. This research studies the value of mobile commerce by using a qualitative means-ends approach, called Value-Focused Thinking. The conceptual framework for this research is based on the Work System Framework. By interviewing both potential and current mobile commerce users, we captured the values of mobile commerce and used a means-ends objective network to illustrate the relationships among these values. We then compare our means-ends objective network with the values of e-commerce and mobile commerce from past research. The differences are discussed and suggestions are made for future research. This research contributes to an increased understanding of customers’ expectations in mobile commerce. The means-ends objective network derived from this research also serves as a theoretical foundation for future research in mobile commerce.  For practitioners, the results of this research highlight customer concerns and issues, which are valuable for strategy formulation in mobile commerce.
2. 3-D Virtual World Education: An Empirical Comparison with Face-to-Face Classroom
Abstract: 3-D virtual worlds are increasing in popularity as a means of pedagogical delivery in higher education. In this research, we assess the relative effectiveness of a 3-D virtual world learning environment, Second Life, and traditional face-to-face learning environment. We also assess the efficacy of instructional strategies in these two learning environments and their effects on interactivity, perceived learning, and satisfaction. Our findings suggest that there is an interaction effect of learning environment and instructional strategy. Pair-wise comparisons indicate that when interactive instructional strategy is used, there is no significant difference for perceived learning and satisfaction between 3-D virtual world and face-to-face learning environment. However, there is a significant difference for those constructs when a direct instructional strategy is used. Further, in interactive instructional sessions, students experienced higher level of classroom interactivity in Second Life than in face-to-face classroom.

This event will be held at Aalto University Helsinki School of Economics, Runeberginkatu 14-16, Helsinki.

You can earn 2-3 credit points by actively participatin to the event and writing a home assignement. More details will be given at the event.