Paper 1: A New Trust Model for B2C E-Commerce Based on 3D User Interfaces

Summary of the paper

In this paper, it highlights the importance of “Trust” in B2C e-commerce and defines the building of “trust” with use of 3D graphical user interfaces. Yet many prior research works have been explored in the field of trust, there is a need of research work on the role of 3D user interface in terms of enhancing trusting beliefs. So the study is pioneer in the field of exploring the functionalities of 3D user interfaces (with regards to increasing trust level) and forming a new trust model based on these factors with reference of existing trust model of McKnight and Chervaney. 

After the exploring the functionalities of 3D use interfaces, it proposed a trust model of B2C e-commerce (Fig.1.) based on 3D user interface and studied five dependent variables consisting the appeal of 3D user interfaces, interacting with 3D virtual models of products and services, 3D virtual interacting with the salesman, 3D virtual interacting with other online buyers, and presence in 3D virtual spaces in regard to increasing the trust level of B2C e-commerce customers were studied (Miremadi, A., Aminilari, M., & Hassanian-esfahani, R.)

The study is done by descriptive survey in which 35 questionnaires was designed after library and field studies were conducted. Questionnaires were reviewed by experts to eliminate the ambiguous questions. Survey considered participants within five age groups. Data gathering took two months after the survey was mailed to 300 selected experienced and professional participants (purposive sampling). A total of 367 participants involved in this study. For the analysis of statistical data, the one sample t-test was chosen for each variable.

Internal consistency reliability of the five variables used in the study is assessed by Cronbach’s alpha and through this assessment’s result, it was proved that the trust level of B2C customers are affected by these five parameters and increasing in each parameter’s performance will increase the trust level of B2C customers.

References

Miremadi, A., Aminilari, M., & Hassanian-esfahani, R. (2013). A New Trust Model for B2C E-Commerce Based on 3D User Interfaces. New Marketing Research Journal, 69-80.

doi: 10.1109/ECDC.2013.6556747

Available full research article at: http://bit.ly/1LwjeS1

Paper 2:What makes customers buy from Internet? A Longitudinal Study of Online Shopping

Summary of the paper

In this paper, different factors that effect on the customers' intention and actual customers' behavior of online shopping. The paper is explored by using theory of planned behavior(TPB) that is the extension of theory of reasoned action(TRA). Although previous researchers investigate factors concerning with online shopping, they still need to research about existing theoretical links of TPB and new links of personal innovativeness and perceived consequences shown in Figure 1.

There are two objectives of the paper. The first one is to apply behavioral theory in a model that factors impacting on online shopping and the second one is to approve the model by performing a longitudinal study. Dependent variable is internet shopping whereas six independent variables are intention on online shopping, personal innovativeness, perceived consequences, attitude, subjective norms and behavioral controls.

The study is done by experimental survey. Methodology of the paper follows three steps : belief elicitation, survey of intentions and beliefs, and survey of behavior. The first step is conducted with 177 consumers randomly selected from targeted population and another two steps are investigated for three months with 6110 consumers randomly selected from four internet directories. Both formative and reflective measures are done. The results shows the strong support to both links.

References

Limayem, M.,Khalifa, M., & Frini, A. (2000). What makes customer buy from internet? A longitudinal study of online shopping. Systems, Man and Cybernetics, Part A: Systems and Humans, IEEE Transactions on 30(4), 421-432.

Available full research article at: http://bit.ly/1k0a0HQ

Paper 3: A Computer-Assisted Instruction System With A Vision-Based Interactive Interface For Children

Summary of the paper

This paper evaluates the value of computer-assisted instruction (CAI) system built on game design in education. It highlights how it is helpful for the students in their learning environment by developing an educational game with a vision-based interface and keyboard/moues. It aims to improve the student’s learning motivation and their learning activities using CAI system with a vision-based interface.

Methodology

The study was conducted by survey research method to analyze the different perspectives of learning experience between Vision-based interactive interface (VBI) and the traditional interactive interface (TI).

It surveyed 60 third- and fourth-grade students in Taiwan after the participants experienced both VBI and TI. It measured the students’ enjoyment, motivation, and immersion by comparing the outcomes of TI and VBI from each standpoint. It also evaluated based on demographic data to show the result that girls are more interested in the VBI system than boys.

As an overall result, the study confirmed its research objective that children have higher immersion and greater attention when using the VBI system.

References:

Wang, H.-W., Wu, W.-H., Lu, S.-J., Fan, P.-L., & Lo, Y.-T. (2012). A computer-assisted instruction system with a vision-based interactive interface for children. International Journal of Humanities and Arts Computing, 6(1-2), 172-183. doi: 10.3366/ijhac.2012.0047

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