Raquel Benbunan-Fich

Using protocol analysis to evaluate the usability of a commercial web site

Despite the increasing popularity of electronic commerce, there appears to be little evidence of the methodical evaluation of the usability of commercial web sites. The usability of a web site defines how well and how easily a visitor, without formal training, can interact with the site. This paper reports the results of a research project, which applies a systematic qualitative technique known as protocol analysis or think aloud method, to examine the usability of a commercial web site. About 15 usability principles and 3 evaluation parameters (content, navigation and interactivity) were used as a framework to analyze the verbal protocols of a sample of users interacting with a greeting card web site. The protocols provided evidence of usability problems caused by crowded content, poor navigation and cumbersome interactivity. These results underscore the importance of two crucial usability goals for commercial web sites: clear path to products and transparency of the ordering process.

Mediators of the effectiveness of online courses

A three-year field study of 17 courses, part of an undergraduate degree in information systems, compared the process and outcomes of three modes of delivery: totally online via asynchronous learning networks, traditional face-to-face courses, and sections using a mix of traditional and online activities. There were no significant differences in perceived learning by students associated with mode of delivery. Group collaboration and access to professors was perceived to be highest in mixed-mode sections, while convenience was rated highest in the distance sections. For online courses, there was generally a significant relationship between the hypothesized mediators (active participation, motivation, collaboration, access to the professor, and convenience) and perceived learning. Overall, the results of this study show that outcomes of online courses improved when professors structured them to support the growth of a learning community, by being available online to interact with students, and by using collaborative learning strategies.

A comparative content analysis of face-to-face vs. asynchronous group decision making

A field experiment was conducted to analyze the process and contents of group discussions. Groups solved a case study either orally or through an asynchronous computer-mediated communication system. Findings show that asynchronous groups had broader discussions and submitted more complete reports than their face-to-face counterparts. However, there was no difference in the ability to transfer information from the discussion to the report; under both conditions, about 15% of the issues mentioned in the discussion were omitted from the final report. In terms of coordination, face-to-face teams covered the case study questions sequentially, while asynchronous groups were more focused on solving their general disagreements.

The importance of participant interaction in online environments

An emerging body of research suggests that participant interaction is one of the strongest predictors of success in online environments. However, studies about the effects of participant interaction in a large sample of multiple online environments are rather limited. Using hierarchical modeling techniques, we examine a sample of 40 online MBA courses to determine whether learner-instructor, learner-learner, or learner-system interaction is most significantly related to online course outcomes. Our findings suggest that while collaborative environments were associated with higher levels of learner-learner and learner-system interaction, only learner-instructor and learner-system interaction were significantly associated with increased perceived learning.

Separating the effects of knowledge construction and group collaboration in learning outcomes of web-based courses

This research investigates the effects of knowledge construction and group collaboration in outcomes of MBA courses entirely delivered on the web. The data comes from a sample of courses conducted from summer 2000 through summer 2002. The results indicate that students achieve higher perceptions of learning in courses where knowledge is transmitted through the system, as opposed to constructed by the students, and when students are engaged in collaborative assignments. In terms of final grades, our findings show that the absence of both factors (knowledge construction and group collaboration) has a detrimental effect on student performance. Students earn on average better grades in courses where either one of these factors is present. Contrary to our expectations, the presence of both factors does not have positive synergistic effects on student performance. These findings suggest that the success of web-based courses entirely delivered online depends upon providing collaborative learning activities, and/or challenging environments where the students are responsible for the creation of their own knowledge.

Signaling theory and information asymmetry in online commerce

An e-business environment results in information asymmetry because buyers cannot physically evaluate the quality of products and easily assess the trustworthiness of sellers. Product and seller quality are communicated through website signals. Using signaling theory, we developed a three-dimensional framework to classify website signals. We empirically tested the framework with a comparative content analysis of websites from a sample of online pharmacies. We found that low-quality sellers were likely to avoid costly and easy-to-verify signals and used fewer signals than did high-quality sellers, who used costly and difficult-to-verify signals and displayed more signals. These results provide information to online buyers and regulatory institutions in charge of online retailer evaluation.

Integrating Information Technology into the Marketing Curriculum: A Pragmatic Paradigm

This article presents a framework for integrating information technology (IT) into the marketing curriculum in the context of the specific objectives of an undergraduate business program.The authors propose integration of IT via five technological modules: (1) Web-based communication among instructors and students, (2) use of the marketing department’s Web site as an educational resource, (3) the Internet as a marketing medium, (4) computer-supported market analysis and decision making, and (5) computer-enhanced business presentations. As an illustration, this article details the use of the five modules according to the specific program objectives at Seton Hall University. The article also outlines practical guidelines for the application of IT in teaching and learning and outcomes and assessments measures. Marketing educators can use this paradigm to promote more efficient teaching and better learning, and consequently students will be better prepared to manage and use IT in their professional careers.

Juggling on a high wire: Multitasking effects on performance

In this study, we develop a theoretical model that predicts an inverted-U relationship between multitasking and performance. The model is tested with a controlled experiment using a custom-developed application. Participants were randomly assigned to either a control condition, where they had to perform tasks in sequence, or an experimental condition, where they could discretionarily switch tasks by clicking on tabs. Our results show an inverted-U pattern for performance efficiency (productivity) and a decreasing line for performance effectiveness (accuracy). The results of this study indicate that the nature of the relation between multitasking and performance depends upon the metric used. If performance is measured with productivity, different multitasking levels are associated with an inverted-U curve where medium multitaskers perform significantly better than both high and low multitaskers. However, if performance is measured with accuracy of results, the relation is a downward slopping line, in which increased levels of multitasking lead to a significant loss in accuracy. Metaphorically speaking, juggling multiple tasks is much more difficult while balancing on a high wire, where performance mishaps can have serious consequences.

Improving education and training with IT

Findings from the review of previous empirical studies set the foundation for a conceptual model demonstrating how IT supports learning and group communications.

Is music downloading the new prohibition? What students reveal through an ethical dilemma

Although downloading music through unapproved channels is illegal, statistics indicate that it is widespread. The following study examines the attitudes and perceptions of college students that are potentially engaged in music downloading. The methodology includes a content analysis of the recommendations written to answer an ethical vignette. The vignette presented the case of a subject who faces the dilemma of whether or not to download music illegally. Analyses of the final reports indicate that there is a vast and inconsistent array of actions and underlying feelings toward digital music downloading. The findings reveal inconsistencies between participants’ recommendations (what the subject should do) and their attitudes and opinions on the matter (what they would do in a similar situation). These inconsistencies support the notion that as technology evolves, it creates discrepancies between the way things are and the way the law expects them to be, leaving society in a muddle, trying to reconcile the two. What remains to be seen is whether the discrepancy in the case of music downloading becomes extreme enough that the law changes to accommodate an increasingly prevalent behavior, or whether new business models will emerge to bridge the gap between legality and reality.