PRODUCT VIRTUALIZATION
Virtual Technologies RESEARCH
PROJECTS
CADS researchers show empirical support for the role of sensory enabling technologies
(SETs) in enhancing online shopping intentions via reduced product risk perceptions and
enhanced entertainment value of the online shopping experience. Virtual try-on plays a
strong hedonic role, increasing the entertainment value of the online shopping process;
2D views (larger view and alternate product views) show a strong functional role, and 3D
rotations serve both functional and hedonic roles. Each sensory enabling technology
contributes to online shopping—either by reducing product risk perceptions, increasing
perceived entertainment value or both. Additional studies show that external variables
(innovativeness and technology anxiety) moderate the effect on adoption of Virtual Try-on
and that no significant gender difference in the adoption process for Virtual Try-on.
FUNDING
National Textile Center, Department of Commerce
SELECTED PUBLICATIONS
• Kim, J. & Forsythe. S. (2010). Factors affecting adoption of product virtualization
technology for online consumer electronics shopping. International Journal of Retail and
Distribution Management, 38(3), 190-204.
• Kim, J. & Forsythe. S. (2009). Adoption of sensory enabling technology (SET): The
usage of SET for online apparel shopping. European Journal of Marketing, 43(9).
• Kim, J. & Forsythe. S. (2008). Adoption of virtual try-on technology for online apparel
shopping. Journal of Interactive Marketing, 22(2), 45–59.
• Kim, J. & Forsythe, S. (2008). Sensory enabling technology acceptance model (SETAM): Multiple-group structural model comparison. Psychology and Marketing,25(9) 901922.
• Kim, J. & Forsythe, S. (2007). Hedonic usage of product virtualization technologies in
online apparel shopping. International Journal of Retail and Distribution Management,
35(6), 502–514.
RESEARCHERS
SANDRA FORSYTHE, Wrangler Professor
ABOUT
Virtual Technologies has been a converging area of research for CADS faculty. This
research stream began in 2005 with funding from the Department of Commerce on
research involving product virtualizations, virtual try-on, and sensory enabling
technologies for the apparel industry. This research stream has since then expanded
with funding from the National Science Foundation and the Offices of Research and
Outreach at Auburn University to include virtual communication technologies such as
the embodied conversational agent (ECA) technology to promote adoption of Internetbased consumer applications among the senior population. The focus of future
applications of these technologies will be in the areas of:
• E-Commerce
• E-Pharmacy
• E-Health
Department of Consumer & Design Sciences
College of Human Sciences
5432 Any Street West
Townsville, State 54321
555.543.5432 ph
555.543.5433 fax
www.yourwebsitehere.com
308 Spidle Hall
261 Mell Street
Auburn University
Auburn, Alabama 36849
334-844-4084 phone
334-844-1340 fax
VIRTUAL COMMUNICATION
THROUGH INTELLIGENT VIRTUAL AGENTS
Benefiting the senior population in Alabama and beyond
SELECTED PUBLICATIONS
PROJECTS & APPLICATIONS
E-COMMERCE
E-commerce websites involve multidimensional information processing and
complex decision-making, and their use
demonstrates a significant age-based
digital divide. This project investigates,
three aspects of agent interactions with
older users: 1) locus of control (agent vs.
user), 2) interactional style (functional vs.
relational), and 3) modality of exchange
(voice, text, mulitmodal) through a series
of controlled experiments with over 200
older users. The purpose is to examine
the effectiveness of the above in:
1) reducing cognitive barriers (reducing
information load, increasing navigation
convenience and information search
and retrieval ease),
2) reducing social-psychological barriers
(enhancing control and efficacy, trust,
and perception of social support), and
3) increasing Internet technology use
intent in e-commerce environments.
FUNDING
National Science Foundation
AU Office of Outreach
AU Office of Research
E-PHARMACY
• Chattaraman, V., Kwon, W.-S., & Gilbert, J. E.
(2012). Virtual agents in retail websites: Benefits of
simulated social interaction for older users.
Computers in Human Behavior, 28, 2055-2066.
• Shim, S., Kwon, W.-S., Chattaraman, V., & Gilbert, J.
E. (2012). Virtual sales associates for mature
consumers: Technical and social support in e-retail
service interactions. Clothing and Textiles Research
Journal, 30(3), 232-248.
• Chattaraman, V., Kwon, W.-S., & Gilbert, J. E. (in
Press). Internet use and perceived impact on quality
of life among older adults: A phenomenological
investigation. The International Journal of Health,
Wellness and Society.
• Chattaraman, V., Kwon, W.-S., Gilbert, J. E., & Shim,
S. I. (2011). Virtual agents in e-commerce:
Representational characteristics for seniors. Journal
of Research in Interactive Marketing, 5(4), 276-297.
E-pharmacies can enhance healthcare
management autonomy and efficacy
among seniors by offering prescription
management services. However, an agebased digital divide exists in e-pharmacy
usage. In this project, virtual agents will
employ (1) non-verbal aids through
deictic movement and hand gestures and
coordinated visual highlighting of specific
content; and (2) verbal aids in procedural
and informational tasks on pharmacy
websites. The effectiveness of the agent
aids in enhancing e-pharmacy literacy,
psychological, and behavioral outcomes
among
seniors
with
diverse
characteristics will be measured.
• Chattaraman, V., Kwon, W.-S., Gilbert, J. E, Darnell,
S. (2012, September). Locus of control in
conversational agent design: Effects on older users’
interactivity and social presence. Proceedings of the
12th International Conference on Intelligent Virtual
Agents, Santa Cruz, CA.
• Kwon, W.-S., Chattaraman, V., Shim, S. I., Alnizami,
H., & Gilbert, J. (2011, July). Older user-computer
interaction on the Internet: How conversational
agents can help. In J.A. Jacko (Ed.), HumanComputer Interaction, Part II: Proceedings of the
14th HCI International 2011 Conference (pp.533–
536). Berlin, Heidelberg: Springer-Verlag.
• Kwon, W.-S., Chattaraman, V., & Gilbert, J. E. (2010,
April). Effects of conversational agents in retail
websites on aging consumers’ interactivity and
perceived benefits. Proceedings of the CHI 2010
Workshop on Senior Friendly Technologies:
Interaction Design for the Elderly. Atlanta, GA.
VIRTUAL AGENTS
• ANIMATED EMBODIMENT
• ARTIFICIAL INTELLIGENCE
• MULTIMODAL COMMUNICATION
• TWO-WAY INTERACTION
• SOCIAL DIALOG
• DYNAMIC, REALTIME SUPPORT
RESEARCHERS
VEENA CHATTARAMAN, Associate
Professor
WI-SUK KWON, Human Sciences
Associate Professor of Retailing