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Let's Get Married: Adoption Of Interactive Product Information For Bundle Purchases By Tangible User Interfaces

Wolfgang Maaß; Tobias Kowatsch
In: The 4th Mediterranean Conference on Information Systems, MCIS 2009, Athens University of Economics and Business, AUEB, Athens, Greece, 25-27 September 2009. Mediterranean Conference on Information Systems (MCIS), Springer, 2009.


Tangible User Interfaces (TUI) extend Human-Computer Interaction to physical environments. In this study, TUI are used as front ends for E-Commerce applications for the first time. Based on consumer behaviour research and a taxonomy for TUI, we describe a research model for TUI-enhanced ECommerce applications that provide interactive product information in shopping situations. We compare passive product information of printed catalogues with interactive product information offered by a newly developed TUI-enhanced E-Commerce application by means of an empirical innovation adoption study with 32 subjects based on Innovation Diffusion Theory and Technology Acceptance Model. Partial least square (PLS) based structural equation modelling is used for data analysis. In addition, the prototype is tested with the system usability scale (SUS) for a global assessment of its usability and to support the evaluation of interactive product information. Results show a higher-than-average SUS score. Furthermore, interactive product information offered by TUIenhanced E-Commerce applications exhibit relative benefits compared with similar passive product information if task involvement and hedonic values are high, and prior knowledge of customers is low.

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