Optimizing Human-Computer Interaction for the Electronic Commerce Environment

13 years 4 months ago

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The paper investigates the interaction effects between the search strategy of software agents and the subject's product class knowledge. The experimental study consists of a 2 (product class knowledge: high, low) x 4 (agent search strategy: elimination by aspects (EBA), weighted average method (WAD), profile building (PROFILE) , and simple hypertext (HYPERTEXT)) design with product class knowledge as the between groups variable. Significant differences were found for affective reactions of the subjects toward the agent/application depending on the level of product class knowledge possessed by the subjects. Subjects with high product class knowledge had more positive affective reactions towards agents/applications which used the WAD and EBA strategies as compared to the profile building strategy. Subjects with low product class knowledge had more positive affective reactions to agents/applications which used the profile building strategy as compared to the EBA and WAD strategies. ...

Rex Eugene Perera

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