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2012 | OriginalPaper | Chapter

8. Quantitative Evaluation of INTACMATO

Author : Jella Pfeiffer

Published in: Interactive Decision Aids in E-Commerce

Publisher: Physica-Verlag HD

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Abstract

The main purpose of the empirical study which we present in this chapter is to evaluate the IIMT-prototype (INTACMATO). INTACMATO is evaluated across the criteria: perceived ease of use (effort), perceived usefulness, shopping enjoyment, confidence, and satisfaction. The results show that – compared to a control group of more than 30 students who just saw a product-comparison matrix without any IIMTs – the web store with INTACMATO was evaluated more positively across all five evaluation criteria.

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Footnotes
1
We computed the average times for the second and the third choice tasks.
 
2
As we have seen when testing hypothesis 1, they also took more time.
 
3
By default, the webstore showed the same weight of three stars for each attribute.
 
4
In contrast to the study presented in Chap. 4 we were not able to measure the respondents’ preferences before the actual experiment took place. Therefore, we could not optimize the choice tasks with the GA as we did in the previous experiment, which would have ensured an optimal mapping of strategies to alternatives.
 
5
Values above 100% can be reached because two strategies which explain the same choice are counted twice.
 
6
Note that by default each attribute level is assigned three stars. Thus, the rating of some attribute levels might already fit to the user’s evaluation by default. The range between 30 and 44 is an upper bound for the amount of attribute levels that need to be evaluated with SCORE attributeLevel .
 
Metadata
Title
Quantitative Evaluation of INTACMATO
Author
Jella Pfeiffer
Copyright Year
2012
Publisher
Physica-Verlag HD
DOI
https://doi.org/10.1007/978-3-7908-2769-9_8

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