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Presentation of a paper studying the hedonic and utilitarian "functional affordances" and "symbols" of design artifacts found in online social shopping websites (e.g. product reviews, online shoppers' profile, list of other shoppers' favorite products).
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Online Social Shopping: The Functions and Symbols of Design Artifacts
Camille Grange and Izak Benbasat
HICSS, Kawaii, January 8th 2010
Outline01 Background and Motivation02 Research Objectives03 Social Shopping Design Artifacts04 Card sorting05 Online survey06 Findings07 Contributions and Future Research
Online Social Shopping: The Functions and Symbols of Design Artifacts
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01 Background and Motivation
Research lab @ UBC
o The better understanding, design and use of e-Commerce environments
Topics :
o Usability, service functionality, service quality, self-service ITs, product presentation, recommendation agents, trust, social presence, product reviews, collaborative shopping, etc.
Focus of this research:
o Social shopping environments shoppers embedded in a network of product and people-related resources
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01 Background and Motivation
Social shopping:
o A top shopping innovation, likely widespread by 2015 (TNS Canada Retail Forward Research 2008)
o 35% of online Americans members of an online social network 21% active creators of public content (Bernoff 2008)
Shopping motivations and value: hedonic vs. utilitarian
Investigate social shopping artifacts design, use, and effects in terms of affordances and symbols (Markus and Silver 2008; DeSanctis and Poole 1994)
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02 Research Objectives
This study, as a first step, examines a small aspect of that big picture
• The distinction between hedonic and utilitarian affordances and symbols
o Card sorting
• The influence of these affordances and symbols on shoppers’ usefulness and enjoyment perceptions
o Online Survey
• The role of motives in influencing shoppers’ affordances and symbols perceptions
o Online survey
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03 Social Design Artifacts
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We call online social shopping design artifacts the E-commerce related artifacts that leverage the participation of other shoppers, i.e., the artifacts that exploit people-related as well as product-related user-generated content.
John
Sustainable products interest group
Danish design interest group
Victor
Lens
Mat
Kate
Erin
Ron
04 Card Sorting
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Review of the consumer behaviour literature and generated items foro Hedonic SE (e.g., freedom, choice, surprise, creativity)o Hedonic FA (e.g., explore my friends’ favourite products, find out unexpected bargains, affiliate with others)o Utilitarian SE (e.g., informativeness, efficiency, convenience, control)o Utilitarian FA (e.g., find out reliable information on products, get recommendation to buy the best product)
Two rounds of closed card sorting (8 and 10 judges)o For the SE:
o (1) characteristics of a website that promote playfulness,o (2) ……………………………… that promote task-completion, o (3) don’t know
o For the FA: o (1) A shopping site that promotes playfulness helps me (+ goal-oriented behavior) o (2) A shopping site that promotes task-completion helps me (+ goal-oriented behavior)o (3) don’t know
83% hit ratio
84% hit ratio
SE: Symbolic ExpressionsFA: Functional Affordances
05 Online Survey [A1- Product review]
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05 Online Survey [A2 - Shoppers’ profile page]
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05 Online Survey [A3 - List of Friends]
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05 Online Survey [A4 – List of Products]
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06 Findings The influence of affordances and symbols on shoppers’ usefulness and enjoyment perceptions
Main Findings
oUtilitarian affordances and symbols tend to influence perceptions of artifact's usefulness
o Hedonic affordances and symbols, on the contrary, tend to influence perceptions of artifact's enjoyment
o Hedonic (utilitarian) SE/FA sometimes happen to have a negative influence on usefulness (enjoyment)!
Full results
06 Findings
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The role of motives in influencing shoppers’ affordances and symbols perceptions
Expected
Results
07 Contribution and Future Work
Contributions
o Shoppers distinguish between hedonic and utilitarian affordances and symbols
o These beliefs are consistently related to enjoyment and usefulness
o Hedonic motivation is a core driver of FAs and SEs
Limits
o Visual presentation of artifacts only (no real interaction)
o Need to refine measures
Future Work
o How can designdesign influence these important beliefs (FA and SE)?
o The flexibilityflexibility of social shopping environments to fit different shoppers’ motives
o The effect of coherent/incoherent coherent/incoherent symbols
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Thank you very much for your attention. Comments? Questions ? Suggestions?
Contact: [email protected]
