College of Arts and Science
Permanent URI for this community
Browse
Browsing College of Arts and Science by Author "Adaji, Ifeoma"
Now showing 1 - 3 of 3
Results Per Page
Sort Options
Item Complexity or simplicity? Designing product pictures for advertising in online marketplaces(Pergamon, 2016-01-31) Wu, Kewen; Vassileva, Julita; Zhao, Yuxiang; Noorian, Zeinab; Waldner, Wesley; Adaji, IfeomaIn online marketplaces, many sellers highlight product and service information directly within product pictures for advertising purposes. Such a strategy increases the visual complexity of the picture and provides more information to support buyers’ judgment. However, when other sellers adopt the same method, a given picture will not be conspicuous enough to be noticed. To address this issue, the concept of complexity contrast is introduced. No prior attention has been paid in literature to the interplay between visual complexity and complexity contrast. This research proposes a theoretical model to explain the influences of visual complexity and complexity contrast on buyers’ pleasantness in shopping, while perceptual and conceptual fluency act as mediators. Results from a lab experiment suggest an entangled effect of complexity contrast and visual complexity, indicating that buyers are influenced more by the conspicuousness of a product picture, rather than the information conveyed by a product picture when it is visually overwhelming.Item How buyers perceive the credibility of advisors in online marketplace: review balance, review amount and misattribution(Springer Berlin Heidelberg, 2015-02-12) Vassileva, Julita; Wu, Kewen; Noorian, Zeinab; Adaji, IfeomaIn an online marketplace, buyers rely heavily on reviews posted by previous buyers (referred to as advisors). The advisor’s credibility determines the persuasiveness of reviews. Much work has addressed the evaluation of advisors’ credibility based on their static profile information, but little attention has been paid to the effect of the information about the history of advisors’ reviews. We conducted three sub-studies to evaluate how the advisors’ review balance (proportion of positive reviews) affects the buyer’s judgement of advisor’s credibility (e.g., trustworthiness, expertise). The result of study 1 shows that advisors with mixed positive and negative reviews are perceived to be more trustworthy, and those with extremely positive or negative review balance are perceived to be less trustworthy. Moreover, the perceived expertise of the advisor increases as the review balance turns from positive to negative; yet buyers perceive advisors with extremely negative review balance as low in expertise. Study 2 finds that buyers might be more inclined to misattribute low trustworthiness to low expertise when they are processing high number of reviews. Finally, study 3 explains the misattribution phenomenon and suggests that perceived expertise has close relationship with affective trust. Both theoretical and practical implications are discussed.Item Modelling User Collaboration in Social Networks Using Edits and Comments(ACM New York, NY, USA, 2016-07-13) Adaji, Ifeoma; Vassileva, JulitaResearch has shown that in Q&A social networks, collaboration between respondents results in quality answers. Since good answers are required to keep any Q&A social network active, it is important to understand the characteristics of these collaborations and the collaborators. In this paper, we investigate how Stack Overflow promotes collaboration by allowing users to edit existing questions and answers in order to improve them. Using over 40,000 answer posts, our study reveals that collaboration in answer posts is not a function of achievement earned in terms of badges, as most edits associated with "best answer" rewards were posted by users who have not earned any answer badge. Our study further shows that posts that earned the "best answer" reward have more comments than those that did not. This study though, work in progress, can aid developers in implementing collaboration strategies in social networks that work.