Multimedia-based interactive advising technology for online consumer decision support

Authors:
Zhenhui Jiang;Weiquan Wang;Izak Benbasat
Affiliations:
National University of Singapore, Singapore;University of British Columbia, Vancouver, Canada;University of British Columbia, Vancouver, Canada
Venue:
Communications of the ACM - Special issue: RFID
Year:
2005

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Abstract

Multimedia technologies (such as Flash and QuickTime) have been widely used in online product presentation and promotion to portray products in a dynamic way. The continuous visual stimuli and associated sound effects provide vivid and interesting product presentations; hence, they engage online customers in examining products. Meanwhile, recent research has indicated that online shoppers want detailed and relevant product information and explanations [2]. A promising approach is to embed rich product information and explanations into multimedia-enhanced product demonstrations. This approach is called Multimedia-based Product Annotation (MPA), a product presentation in which customers can retrieve embedded product information in a multimedia context.