• Title, Summary, Keyword: Interactivity

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The Effect of Presence and Interactivity of Digital Signage Using 3D Virtual Reality on Brand Experience and Attitude (3D 가상현실을 이용한 디지털 사이니지의 실재감과 상호작용성이 브랜드 경험과 태도에 미치는 효과)

  • Han, Kwang-Seok
    • Journal of Digital Convergence
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    • v.17 no.4
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    • pp.299-307
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    • 2019
  • In this study, we experimented with experience of digital signage using Virtual Reality technology, and the difference between presence and interactivity in brand experience and digital signage attitude. We conducted a two-way MANOVA analysis with cognitive presence, emotional presence, and media presence as the independent variable and interactivity level(high vs low) as dependent variables and the brand experience and attitude as dependent variables. First, cognitive presence was found to be most effective through behavioral experience when low interactivity. Second, emotional presence also has a positive effect on emotional experience when the level of interactivity is low. Third, media presence has a positive effect on emotional experience if the level of interactivity is low. This study suggests a communication strategy to communicate presence according to the characteristics of media strategy and technology through appropriate level of interactivity when using digital technology. Future research requires a qualitative approach rather than a quantitative one in terms of interactivity.

Effects of Interactivity and Usage Mode on User Experience in Chatbot Interface (챗봇 기반 인터페이스의 상호작용성과 사용 모드가 사용자 경험에 미치는 영향)

  • Baek, Hyunji;Kim, Sangyeon;Lee, Sangwon
    • Journal of the HCI Society of Korea
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    • v.14 no.1
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    • pp.35-43
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    • 2019
  • This study examines how interactivity and usage mode of a chatbot interface affects user experience. Chatbot has rapidly been commercialized in accordance with improvements in artificial intelligence and natural language processing. However, most of the researches have focused on the technical aspect to improve the performance of chatbots, and it is necessary to study user experience on a chatbot interface. In this article, we investigated how 'interactivity' of an interface and the 'usage mode' referring to situations of a user affect the satisfaction, flow, and perceived usefulness of a chatbot for exploring user experience. As the result, first, the higher level of interactivity, the higher user experience. Second, usage mode showed interaction effect with interactivity on flow, although it didn't show the main effect. In specific, when interactivity is high in usage mode, flow was the highest rather than other conditions. Thus, for designing better chatbot interfaces, it should be considered to increase the degree of interactivity, and for users to achieve a goal easily through various functions with high interactivity.

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Influence of Perceived Gaming Interactivity on Various Psychological States (게임 상호작용성 수준이 심리상태에 미치는 영향)

  • Chung, Dong-Hun
    • Journal of Korea Game Society
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    • v.9 no.5
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    • pp.3-11
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    • 2009
  • Game business has been successfully developed in the world including Korea. Among the many functions, interactivity is the key issue in the state-of-the art gaming system and the success of Nintendo Wii is the example. However, in spite of this success, it is hard to find out the research of the gaming interactivity, for instance what kinds of outcomes are followed by the interactivity. Therefore, the aim of this research tries to disclose the influence of perceived gaming interactivity on various psychological states such as mood, vicarious experience, and vicarious pleasure. The results show that all those factors are influenced by interactivity.

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A Usability Assessment Metric for Ubiquitous Services: Quantification of the Interactivity Attribute in Inter-personal Services

  • Lee, Joo-Hwan;Song, Joo-Bong;Yun, Myung-Hwan
    • Journal of the Ergonomics Society of Korea
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    • v.31 no.1
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    • pp.63-76
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    • 2012
  • Objective: The main objective of this study is to propose a user-centered assessment metric for ubiquitous services. Background: As the ubiquitous era took off, the interactions between ubiquitous services and users have come to take an important position. It is essential to conceptualize a new assessment model that considers human-system interaction capability with a user-centered design perspective. Method: The evaluation model for the interactivity of ubiquitous service was approached from the concept of usability and inter-personality of services. As a validation study, suggested assessment metric was utilized to evaluate the u-Home service. Priority weighting of each assessment metric was derived using the quantification type-I analysis. Results: To evaluate interactivity, this study suggested a quantitative metric for user testing performed after classifying the interactivity characteristics to contextualization; ubiquity; user experience; and service capability. Conclusion: This study suggest the metric for the ubiquitous service that are experienced in real life, and introduced the concept of ubiquitous service interactivity. Application: The suggested evaluation metric can be used to evaluate interactivity level of ubiquitous service and identify the potential problem and usability requirements at the early stage of service development.

Effects of mobile fashion shopping characteristics, perceived interactivity, and perceived usefulness on purchase intention (모바일 패션 쇼핑 특성과 지각된 상호작용성, 지각된 유용성이 구매의도에 미치는 영향)

  • Kim, Minjung;Shin, Suyun
    • The Research Journal of the Costume Culture
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    • v.23 no.2
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    • pp.228-241
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    • 2015
  • The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.

The Effects of Interactivity on Consumer-Internet Brand Relationship and Repurchase Intention in Internet Shopping Mall (인터넷 쇼핑몰에서의 상호작용성이 소비자-인터넷 브랜드 관계, 재구매 의도에 미치는 영향)

  • Chae, Jin-Mie
    • Journal of the Korea Fashion and Costume Design Association
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    • v.14 no.3
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    • pp.79-92
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    • 2012
  • The purpose of this study is to investigate the effect of interactivity on consumer-internet brand relationship and consumer's repurchase intention in internet shopping mall. The survey research was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaire was collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, pearson's correlation analysis using Amos 19. The results of this study were as follows: First, each interactivity dimension had a Significantly positive effect on consumer-internet brand relationship. Also it showed stronger effect on 'trust' than on 'affective commitment'. Second, People-people interactivity showed stronger effect on each consumer-internet brand relationship dimension compared with contents-people interactivity. It suggested that internet shopping mall marketer should respond quickly to consumer's need and provide the strategic method to make consumers communicate each other. Third, only 'trust' dimension of consumer-internet brand relationship positively affected consumer's repurchase intention. while 'affective commitment' dimension did not affect consumer's repurchase intention.

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Study on the Influence of Mobile Application Interactivity on flow and purchase intention (모바일 애플리케이션의 상호작용성이 플로우(flow)와 구매의도에 미치는 영향에 관한 연구 -구매등급을 조절효과로-)

  • Kwak, Dong-Sung;Yim, Ki-Heung;Kwon, Jin-Hee
    • Journal of Digital Convergence
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    • v.10 no.10
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    • pp.165-176
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    • 2012
  • Despite the gradual growth of mobile markets according to an increased mobile distribution rate, empirical studies on the mobile shopping application markets are not sufficient. From the viewpoint of a large number of purchase of brand product in department store by customers and a high growth rate of mobile shopping by means of mobile shopping, we classified a principle variable, the interactivity, into three levels and verified the effects of the interactivity on the flow, effects of the flow on the purchase intention and the control effect of purchase level. In conclusion, among the three levels of the interactivity the customer-customer interactivity and the content-customer interactivity have positive effects on the flow, but company-customer has not. On the other hand, the customer-customer interactivity and the content-customer interactivity have a positive effect on the flow. Furthermore, the flow affects the purchase intention positively. After the verification of the direct effect of interactivity on the purchase intention, the content-customer interactivity only has a positive effect on the purchase intention. Lastly, the purchase level has a control effect when the customer-customer interactivity has a positive effect on the flow.

The Effects of Perceived Interactivity on Information Acceptance in Mobile Health Information Service (모바일 건강정보서비스에서 지각된 상호작용성이 정보수용에 미치는 영향)

  • Park, Tae-Yeon;Nam, Jae-Woo
    • Journal of the Korean Society for information Management
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    • v.34 no.3
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    • pp.151-177
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    • 2017
  • This study is to investigate the effects of personal characteristics and perceived interactivity on acceptance of mobile health information service by applying Technology Acceptance Model (TAM). Also it examine whether the perceived interactivity, which is a key variable in the previous research studying the intention of PC-based health information service, works on the mobile environment equally. As a result of the analysis, the relationship between the health hypochondria of personal characteristics and perceived interactivity is negative, and the health concern and perceived interactivity is positive. Also, personal characteristics influence perceived usefulness and perceived ease of use of mobile health information service through perceived interactivity. Therefore, the perceived interactivity in the health information service of web and mobile environment is an important variable to mediate or directly affect other variables.

Influential Factors on the Interactivity in the Interactive Space I ; Focus on the Analysis of Intersubject & Interaction Factors (상호작용 공간의 상호작용성 영향요인 I ; 인터서브젝트(Intersubject)와 인터랙션(Interaction) 요인의 세부유형 분석을 중심으로)

  • Lee, Jeong-min
    • The Journal of the Korea Contents Association
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    • v.10 no.5
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    • pp.152-164
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    • 2010
  • Interactive space became one of the major design paradigms. For elevating the interactive effect, we need user-centered design methodology which uses the influential factors on the interactivity. This research is the first one of three linked- studies and categorizes the three main factors on the interactivity-Interface /Intersubject/Interaction. 'Interface' is the field for the interactivity. It will be the main subject for the second study. 'Intersubject' is the performer for the interactivity. Its specific attributes are analyzed in terms of user's needs for interactivity and six subdivisions are analyzed-functional & artistic need /external & subconscious need/info-communication & sympathy need. 'Interaction' is the performance for the interactivity. Its specific attributes are discussed in terms of behavioral interactive process and again sixsub-steps are analyzed-junction/immersion/ mental model/action/transformation/neo-experience.

Examination of Implicit Interactivity in Wiki-based Learning in University

  • Seo, Bong-Hyun;Kang, In-Ae;Nam, Sun-Woo
    • Proceedings of the Korean Society of Computer Information Conference
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    • pp.485-491
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    • 2010
  • The arrival of the Web 2.0 age, which is characterized by such key words as participation, sharing and openness, provides a learning environment in which both instructors and students can experience interactivity. In the educational area, we are particularly witnessing a growing interest in the social software like Wiki as one of the communication tools that reflects the characteristics of Web 2.0 and focuses on the interactivity with others. Based on this background, this study aims to examine into the meanings of interactivity inherent in the Wiki-based learning by studying such cases where Wiki is being used as a learning tool. For the purpose of our study, we practiced the Wiki-based learning method on the study subjects of the 17 junior students from U- University and 18 junior students from K- University during their 2009 fall semester teacher training courses. Through a comprehensive analysis of the questionnaires, interviews, Interactivity Measurement Diagram, examinations on the Wiki uses, Daily Self-reflection Records, and any other materials collected throughout the program, we could garner the following results: First, most of the students acknowledged that the use of Wiki was a useful communication means and helped promote their interactivity during their learning activities. Second, the interactivity of the Wiki-based learning was found to be more dynamic in the team-based projects or the community-based Wiki uses than in the instructor-oriented cases. Third, the Wiki-based learning is judged effective in expanding the scope of thinking and improving the learning capabilities through the collaborative knowledge-building process. The educational employment of the social software like Wiki in this web 2.0 age has great potentials for the true establishment of the learner-oriented learning environment, which has long remained at a standstill.

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