4 。3。 Visual fidelity

Following Reeves and Nass’ example, the idea was to maximize the difference in visual fidelity。 High resolution, photo-realistic pictures (screen resolution 12803960, 32 bits true colors) were taken and used in the (high) visual fidelity conditions。 These images were then altered using an image rendering software and used in the (low) visual fidelity conditions。 In particular, the contrast of the images were modified to resemble the same effect created in Reeves’ study。 

4 。4。 Motion

Motion needed to be closely associated with the product images on the web site。 Animated GIF was chosen for its ability to closely tie motion to the product images。 In the motion  version of the web site, products were displayed in rotating motion showing the product from different angles。 In the No-motion version of the web site, images were static where the products were shown from only one angle。

4 。5。 Memory task

Memory was measured using a ‘‘recall task’’。 Participants were asked to retrospectively recall pictures or items seen during the experimental task。 A free recall method  was used 。 In this study, subjects were asked to freely recall, and write down, as much information from the products pages as possible after they have had the chance to interact with the web site。 Each subject was given a maximum of 5 min to complete this task。

4 。6。 Experimental procedures

During the practice exercise, subjects were given specific step-by-step instructions to navigate through one product on the website。 Subjects were told to find and record specific product attributes on an answer sheet。 Additionally, they were given instructions about the attention task。 They were told that pop-up advertisements would appear at random times during the exercise and they were to click on them with the mouse when they appear。

After this practice exercise, each subject was given instructions for the actual experiment。 In this exercise, they were also given step-by-step instructions to navigate through the website and to find product information。 Each subject was given instructions to find information about the three products (book, digital camera, and PDA), for a maximum of 10 min per product。 They completed the task for one product before they started on the next。 The order of the products was randomized over the subject population。 The attention task was ad- ministered at the same time as each product search task as described earlier。 The memory task was given immediately after each product search task。

5 Concluding comments

This study has empirically shown that interface features, fidelity, motion, and the interaction between fidelity and motion, play important roles in influencing users’ attention reactions in e-commerce settings Size influences people’s recall of pictorial aspects of the products displayed。 Overall, for e-commerce and human–computer interaction researchers, this study extends Reeves and Nass’ work in the area of Human–Media interaction to the design of e-commerce interfaces。

Several practical implications arise out of the findings from this study We know that it is important to capture the limited and fleeting attention of web- surfers as they move from site to site over the Internet。 Therefore, this study shows that interface features, such as fidelity and motion, are important since they are instrumental in keeping customers, especially first time visitors, at one’s web site longer and thus may lead to an eventual purchase。 Furthermore, it can benefit practitioners in improving the design of e-commerce interfaces in real world applications。 

Acknowledgements 

We would like to extend our appreciation to Professor Al Dexter for his constructive advice。 This work was partially supported by a grant from the Social Sciences and Humanities Research Council of  Canada。