The effect of multimodality on customers' decision-making and experiencing: A comparative study Article Swipe
Abdullah Alsokkar
,
Effie L-C. Law
,
Dmaithan Almajali
,
Mohammad Alshinwan
·
YOU?
·
· 2022
· Open Access
·
· DOI: https://doi.org/10.5267/j.ijdns.2022.12.012
YOU?
·
· 2022
· Open Access
·
· DOI: https://doi.org/10.5267/j.ijdns.2022.12.012
The primary objective of this article is to present the findings of an experimental study on the use of a human-like “naturalistic” avatar (of both genders) for information presentations. The primary goal is to investigate how users' frame of mind, purchasing behavior, and satisfaction are affected by being presented with information by a naturalistic avatar that lacks expressive capabilities. Two different types of information presentations were developed and empirically tested on 48 participants, namely: (i) two dimensional static graphical and textual information presentation and (ii) non-expressive naturalistic avatar. For this comparative research study, a simplified version of the user experience model that was used in our earlier research (the EUX-DM) was selected to serve as the measurement model. Participants' perceived values of the measured qualities were found to be independent of both their own and the naturalistic avatar's gender, and the non-expressive avatar had a positive effect and a stronger encouragement on participants' intention to purchase, usage attitude, and satisfaction than other types of information presentations.
Related Topics
Concepts
Avatar
Purchasing
Naturalism
Multimodality
Psychology
Naturalistic observation
Presentation (obstetrics)
Frame (networking)
Applied psychology
Computer science
Social psychology
Cognitive psychology
Human–computer interaction
Marketing
Medicine
World Wide Web
Epistemology
Business
Radiology
Philosophy
Telecommunications
Metadata
- Type
- article
- Language
- en
- Landing Page
- https://doi.org/10.5267/j.ijdns.2022.12.012
- https://doi.org/10.5267/j.ijdns.2022.12.012
- OA Status
- diamond
- Cited By
- 12
- References
- 1
- Related Works
- 10
- OpenAlex ID
- https://openalex.org/W4311785103
All OpenAlex metadata
Raw OpenAlex JSON
- OpenAlex ID
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https://openalex.org/W4311785103Canonical identifier for this work in OpenAlex
- DOI
-
https://doi.org/10.5267/j.ijdns.2022.12.012Digital Object Identifier
- Title
-
The effect of multimodality on customers' decision-making and experiencing: A comparative studyWork title
- Type
-
articleOpenAlex work type
- Language
-
enPrimary language
- Publication year
-
2022Year of publication
- Publication date
-
2022-12-15Full publication date if available
- Authors
-
Abdullah Alsokkar, Effie L-C. Law, Dmaithan Almajali, Mohammad AlshinwanList of authors in order
- Landing page
-
https://doi.org/10.5267/j.ijdns.2022.12.012Publisher landing page
- PDF URL
-
https://doi.org/10.5267/j.ijdns.2022.12.012Direct link to full text PDF
- Open access
-
YesWhether a free full text is available
- OA status
-
diamondOpen access status per OpenAlex
- OA URL
-
https://doi.org/10.5267/j.ijdns.2022.12.012Direct OA link when available
- Concepts
-
Avatar, Purchasing, Naturalism, Multimodality, Psychology, Naturalistic observation, Presentation (obstetrics), Frame (networking), Applied psychology, Computer science, Social psychology, Cognitive psychology, Human–computer interaction, Marketing, Medicine, World Wide Web, Epistemology, Business, Radiology, Philosophy, TelecommunicationsTop concepts (fields/topics) attached by OpenAlex
- Cited by
-
12Total citation count in OpenAlex
- Citations by year (recent)
-
2025: 2, 2024: 8, 2023: 1, 2022: 1Per-year citation counts (last 5 years)
- References (count)
-
1Number of works referenced by this work
- Related works (count)
-
10Other works algorithmically related by OpenAlex
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