Recently, in the field of marketing, the concept of User Experience gained more and more importance; in parallel, new computer technologies gave the possibility of experiencing Immersive websites in which the user can immerge himself with the perception of feeling present in the mediated environment. Joining these two concepts, the scope of this research is to study the hedonic value of User Experience in immersive websites and to develop insights that can be used for designing experiences that are satisfactory for the users and beneficial to the online business of the companies. In order to achieve these objectives, the existing Literature is analysed with the aim of defining a structural model that describes the emotional and cognitive antecedents of Exploratory Behaviour in immersive environments. This model is then evaluated through a two-steps experiment: in first instance, a reduced sample size is tested through a Neuromarketing approach in a controlled laboratory environment in order to focus on the behavioural, neuro-physiological and self-assessed responses of the subjects; this approach allows to gain deep insights on the affective and cognitive states of the users during the navigation. Subsequently, a survey is diffused to a larger sample with the scope of validating the model through Structural Equation Modeling. The results of the experiment are then discussed to understand the User Experience in immersive websites and to delineate the role of Valence, Arousal, Perceived Interactivity, Flow and Telepresence in virtual environments. Based on these empirical results, managerial implications are drawn in the form of 4 critical success factors to deliver satisfactory immersive experiences: (i) maintain a positive affective state, (ii) give a sense of perceived control, (iii) don't be too challenging and (iv) be fast in engaging the user. The present research posits that users must not have complete freedom to explore the immersive environment, but they need to be driven in trajectories that deliver an optimal experiential pattern making the experience more enjoyable and consequently the website more profitable for the company.
Recentemente, nel campo del marketing, il concetto di User Experience ha acquistato sempre più importanza, mentre le nuove tecnologie digitali hanno dato la possibilità agli utenti di conoscere ambienti virtuali 3D nei quali possono immergersi. Questo studio si pone lo scopo di studiare il valore edonico della User Experience in siti web immersivi e di sviluppare delle implicazioni manageriali per progettare esperienze immersive soddisfacenti per gli utenti e quindi vantaggiose per il business dell'azienda. A tal fine, viene analizzata la Letteratura su questi temi, sviluppando un modello strutturale che descrive i precedenti emotivi e cognitivi del comportamento esplorativo su un sito web immersivo. Successivamente, questo modello viene validato sperimentalmente: in un primo momento, seguendo l'approccio del Neuromarketing, un campione ridotto di soggetti è invitato in laboratorio, dove vengono misurati i loro segnali neuro-fisiologici durante l'esplorazione di un sito web immersivo, oltre alle risposte comportamentali e auto-dichiarate; questo metodo ha permesso di sviluppare una prospettiva particolarmente illuminante sugli stati emotivi e cognitivi degli utenti durante la navigazione. In un secondo momento, viene diffuso su larga scala un questionario per validare il modello secondo l'approccio di Structural Equation Modeling. I risultati sperimentali vengono quindi illustrati nel dettaglio per comprendere l'impatto degli stati emotivi e cognitivi sulla risposta comportamentale dell'utente. In conclusione, sulla base di questi risultati empirici, vengono proposte delle implicazioni manageriali nella forma di quattro fattori critici che un sito immersivo deve rispettare: (i) stimolare uno stato emotivo positivo; (ii) dare una percezione di controllo sulla navigazione; (iii) non essere cognitivamente impegnativo; (iv) catturare rapidamente l'interesse dell'utente. Questo studio propone che offrire totale libertà di navigazione agli utenti sia in realtà controproducente: piuttosto, è necessario guidarli in delle traiettorie che definiscono un percorso esperienziale positivo, migliorando la soddisfazione dei clienti a la profittabilità del sito.
Understanding hedonic user experience in immersive websites : the integration of neuromarketing and structural equation modeling approaches
BAISI, FRANCESCO
2018/2019
Abstract
Recently, in the field of marketing, the concept of User Experience gained more and more importance; in parallel, new computer technologies gave the possibility of experiencing Immersive websites in which the user can immerge himself with the perception of feeling present in the mediated environment. Joining these two concepts, the scope of this research is to study the hedonic value of User Experience in immersive websites and to develop insights that can be used for designing experiences that are satisfactory for the users and beneficial to the online business of the companies. In order to achieve these objectives, the existing Literature is analysed with the aim of defining a structural model that describes the emotional and cognitive antecedents of Exploratory Behaviour in immersive environments. This model is then evaluated through a two-steps experiment: in first instance, a reduced sample size is tested through a Neuromarketing approach in a controlled laboratory environment in order to focus on the behavioural, neuro-physiological and self-assessed responses of the subjects; this approach allows to gain deep insights on the affective and cognitive states of the users during the navigation. Subsequently, a survey is diffused to a larger sample with the scope of validating the model through Structural Equation Modeling. The results of the experiment are then discussed to understand the User Experience in immersive websites and to delineate the role of Valence, Arousal, Perceived Interactivity, Flow and Telepresence in virtual environments. Based on these empirical results, managerial implications are drawn in the form of 4 critical success factors to deliver satisfactory immersive experiences: (i) maintain a positive affective state, (ii) give a sense of perceived control, (iii) don't be too challenging and (iv) be fast in engaging the user. The present research posits that users must not have complete freedom to explore the immersive environment, but they need to be driven in trajectories that deliver an optimal experiential pattern making the experience more enjoyable and consequently the website more profitable for the company.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/151804