《计算机网络》课程教学资源（学习资料）Interface design for mobile commerce

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M-Commerce 7c E-Commerce ile Device Con To su mers' limited Focal Point in a shallow rather than whole yered sequential process rather than process Focal Point edia mix to utilize both visual and audio Text, audio, pictures and video that sites co Interface (a) Offering mix(the mix of product/service roximate selection method that mak version of visual information to ix(the(aas stations, bank accounts) nityFocal Point User-to-user communication nection to shopping companions who are nterests un com phone bong products transferred CustomizationFocal Point he site's ability to tailor itself or to be tailored -Tailoring enhanced by information on users.Filtering contains only hr (a) Personalization Proximate selection method that emphasizes - Personalized service based on known user profile plementation personalized email account).(b)tailoring(based i personal interests bnsumer's environme text typing with awkward input Broadcast(one-way information exchange).- Targeted advertising suitable at the feedback in multiple-answer Connection Focal Point linkages between bability of feeling lost given daptive map that shows the information he icon that gives a link to the starting page with Focal Point shopping tool that suppart sales of good demanding Shopping cart security, order tracking and Insertion of authentication into mobile -One-click checkout process made available by Implementationdelivery options storing a consumer's address, payment method, ery opt low bandwidth, and awkward input/output devices Mobile device con- (mobile device constraints straints are a function of elements of the m-commer customer interface The mobile setting comprises three aspects: spa- the mobile setting. Small lity, temporality, and contextuality [4]. Spatiality enough to be portable, mobile devices employ fewer encompasses the mobility of both users and devices resources than desktop computers [2]. As mobile y referring to the ability of consumers to roam any- technology improves, the features of mobile devices where while carrying their mobile devices. Tempo- will become equivalent to those of desktop comput rality means mobile users can access the Internet ers, except for the screen size. Some mobile devices, instantly, even while engaged in a peripheral task. such as the Nokia 9290 communicator, have larger Contextuality is concerned with the milieu in which screens, but even these remain much smaller than the users conduct their mobile tasks, such as the degree smallest desktop display. Thus, the m-commerce of interaction with others. In order to provide task- interface should be developed to compensate for the relevant services, a context-aware application utilizes limited visual display of the devices. The mobile set information on consumers' mobile settings, includ- ting and device constraints suggest successful e-com- ing the user's location and the people and resources merce interface design does not necessarily tran hearby [11]. The fact that consumers shop in diverse to successful m-commerce design. It is therefore contexts requires special attention [9]. While imperative to improve the design elements of m- involved in a peripheral task(listening for a bus dri- commerce interfaces to foster consumer adoption ver to announce the next stop), the consumer's cog- nitive resources assigned to the mobile transaction Elements for Effective M-Commerce (purchasing a concert ticket) are limited. The multi- Interface Design tasking nature of consumer behavior requires To develop effective m-commerce interfaces, we need m-commerce interfaces designed to support users' a reference framework that informs us on how cus limited attention tomer interfaces are shaped. We chose the seven 50 December 2003/Vol 46, Ne. 12 COMMUNICATIONS OF THE ACM

50 December 2003/Vol. 46, No. 12 COMMUNICATIONS OF THE ACM low bandwidth, and awkward input/output devices (mobile device constraints). The mobile setting comprises three aspects: spatiality, temporality, and contextuality [4]. Spatiality encompasses the mobility of both users and devices by referring to the ability of consumers to roam anywhere while carrying their mobile devices. Temporality means mobile users can access the Internet instantly, even while engaged in a peripheral task. Contextuality is concerned with the milieu in which users conduct their mobile tasks, such as the degree of interaction with others. In order to provide taskrelevant services, a context-aware application utilizes information on consumers’ mobile settings, including the user’s location and the people and resources nearby [11]. The fact that consumers shop in diverse contexts requires special attention [9]. While involved in a peripheral task (listening for a bus driver to announce the next stop), the consumer’s cognitive resources assigned to the mobile transaction (purchasing a concert ticket) are limited. The multitasking nature of consumer behavior requires m-commerce interfaces designed to support users’ limited attention. Mobile device constraints are a function of the mobile setting. Small enough to be portable, mobile devices employ fewer resources than desktop computers [2]. As mobile technology improves, the features of mobile devices will become equivalent to those of desktop computers, except for the screen size. Some mobile devices, such as the Nokia 9290 communicator, have larger screens, but even these remain much smaller than the smallest desktop display. Thus, the m-commerce interface should be developed to compensate for the limited visual display of the devices. The mobile setting and device constraints suggest successful e-commerce interface design does not necessarily translate to successful m-commerce design. It is therefore imperative to improve the design elements of mcommerce interfaces to foster consumer adoption. Elements for Effective M-Commerce Interface Design To develop effective m-commerce interfaces, we need a reference framework that informs us on how customer interfaces are shaped. We chose the seven 7Cs Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Focal Point Interface Implementation Context Content Community Customization Communication Connection Commerce E-Commerce • How a Web site is delivered • Aesthetic and functional look and feel • Color and visual themes • Layout (linking structure, section breakdown, and navigation tools) • Performance dimensions (speed, reliability, and usability) • What a Web site presents to users • Text, audio, pictures and video that sites contain • (a) Offering mix (the mix of product/service information), (b) appeal mix (the mix of promotional messages), (c) multimedia mix (the choice of media), and (d) content type (the degree of time-sensitivity) • User-to-user communication • (a) Interactive (chat, instant messaging, message boards) and (b) non-interactive communication (public member pages) • The site’s ability to tailor itself or to be tailored by each user • (a) Personalization (log-in registration, personalized email account), (b) tailoring (based on past user behavior) • The dialogue between the sites and their users • (a) Broadcast (one-way information exchange), (b) interactive (two-way communication), and (c) hybrid (a combination of the two) • Formal linkages between sites • Outsourced content, percent of home site content, and pathways of connection • The shopping tools that support sales of goods • Shopping cart, security, order tracking and delivery options Mobile Setting To support consumers’ limited attention Mobile Device Constraints To complement the insufficient display of mobile devices • Linking structure that connects pages seamlessly but efficiently. • Menu structured in a shallow rather than a deep hierarchy • Layered sequential process rather than field selection process • The adaptive supply of product information and promotional messages to a user’s setting • Proximate selection method that makes nearby located-objects easier to choose (gas stations, bank accounts) • Interactive communication by connecting the people with similar needs • Connection to shopping companions who share interests in common • Tailoring enhanced by information on users’ mobile setting • Proximate selection method that emphasizes the object of interests, by combining a user’s mobile setting (location, time, and resource) with his or her personal interests • Broadcast messages relevant to a consumer’s environment • Targeted advertising suitable at the point-of-purchase • Pathways that present Web sites relevant to users’ changing environment • Adaptive map that shows the information about nearby stores • Secure payment method demanding minimal cognitive attention • Insertion of authentication into mobile phones M-Commerce • Section breakdown that organizes information in separate pages • Summary and keywords that give a whole picture of information separated over pages. • Multimedia mix to utilize both visual and audio channels • Conversion of visual information to audio format • Use of non-speech sound • To accelerate interactive information exchange despite inferior input/output devices • SMS, and graphics describing products, transferred through a user’s phone book • Filtering unnecessary information, so that a small screen contains only information that is highly useful • Personalized service based on known user profile (content and layout configuration without a need of log-in registration) • Alternative methods for interactive communication that overcome text typing with awkward input devices. • Customer feedback in multiple-answer or multimedia formats • To reduce the probability of feeling lost given pathways provided • The icon that gives a link to the starting page with one-click of ‘cancel’ button • Condensed checkout process • One-click checkout process made available by storing a consumer’s address, payment method, preferred delivery options The seven design elements of the m-commerce customer interface

OUR PRIMARY motivation bas b a desire to reduce consumer reluctance in adopting m-commerce. We quickly realized one inbibitor id the intimidating exiting m-commerce interface developed on the foundation of e-commerce designd analyzing m-commerce interfaces[10]. According to tion fragmented over separate pages(%C ey con- design elements of the customer interface (7Cs) provided containing a brief summary with key con- he 7Cs, a customer interface in e-commerce is com Content focuses on what a site presents, compris- osed of: context, content, community, customiza- ing the offering, appeal, multimedia mix, and con- tion,communication, connection, and commerce tent type [10]. The mix of product information (see the table here). In the design of the 7Cs, pre-(offering mix) or promotional messages(appeal mix) scriptions for each element need to be considered can be adapted according to consumers' purchase ithin the environment brought about by the mobile environment by virtue of context-aware applica setting that increases the user's cognitive burden and tions. The proximate selection method makes the the mobile device constraints that demand careful nearby located-objects emphasized or easier to deliberation on structuring the content appropriate choose [11]. Such located-objects include a non- to small screens. To do this, we describe what each physical service routinely accessed from particular element connotes in e-commerce, then, how it locations(such as bank accounts)or the set of places should be adapted to accommodate the characteris- users want to know about(gas stations or restau- rants,for example)[11. Multimedia mix is recom- Context captures how Web sites are developed, mended to overcome limitations due to the lack of onsisting of functionality and aesthetics [10]. Given output screens. By converting some part of content the mobile setting, the linking structure that con- into audio format, the output space can be saved [7] nects pages seamlessly but efficiently should be pro- Non-speech sound is also advised, given its lan- vided, so that even distracted consumers can easily guage-independent and fast nature [1] navigate through the material. Structuring a menu Community concerns interaction between users in a shallow(fewer levels but more choices per level) including interactive and non-interactive communi- rather than a deep hierarchy (more levels but fewer cation. Shared information regarding mobile setting choices per level) is recommended because a deep enhances interactive communication between users hierarchy increases the cognitive burden by forcing they can connect to other users who reside nearby, or more choices over more levels [6]. Another alterna- to those who have useful knowledge about products re is adopting a layered sequential selection process Since consumers sometimes feel more satisfied when employing sub-menus linked to the tasks users are shopping with friends, interactive communication most likely to proceed to. This differs from a field enabling opinion exchange about products is benefi- selection process requiring users to return to the cial. Such capability can be realized with informa main menu to move on to the next process [9. tion exchange methods available on a small screen Insufficient display space requires partitioning infor- (for example, Short Messaging Service (SMS)or mation into separate pages, thus making the issue of graphics describing products transferred through ection breakdown important. Users must scroll up user's contact list and down more often to read the separate pages and Customization refers to a sites ability to tailor the resulting increase in their navigation activity sig- itself (tailoring) or to be tailored by users(personal nificantly lowers their performance [3]. If a page is ization)[10]. Information on a user's mobile setting COMMUNICATIONS OF THE ACM December 2003/Vol 46. No 12 5I

design elements of the customer interface (7Cs) because they provide a comprehensive framework for analyzing m-commerce interfaces [10]. According to the 7Cs, a customer interface in e-commerce is composed of: context, content, community, customization, communication, connection, and commerce (see the table here). In the design of the 7Cs, prescriptions for each element need to be considered within the environment brought about by the mobile setting that increases the user’s cognitive burden and the mobile device constraints that demand careful deliberation on structuring the content appropriate to small screens. To do this, we describe what each element connotes in e-commerce, then, how it should be adapted to accommodate the characteristics of m-commerce. Context captures how Web sites are developed, consisting of functionality and aesthetics [10]. Given the mobile setting, the linking structure that connects pages seamlessly but efficiently should be provided, so that even distracted consumers can easily navigate through the material. Structuring a menu in a shallow (fewer levels but more choices per level) rather than a deep hierarchy (more levels but fewer choices per level) is recommended because a deep hierarchy increases the cognitive burden by forcing more choices over more levels [6]. Another alternative is adopting a layered sequential selection process employing sub-menus linked to the tasks users are most likely to proceed to. This differs from a field selection process requiring users to return to the main menu to move on to the next process [9]. Insufficient display space requires partitioning information into separate pages, thus making the issue of section breakdown important. Users must scroll up and down more often to read the separate pages and the resulting increase in their navigation activity significantly lowers their performance [3]. If a page is provided containing a brief summary with key content, users can better understand a body of information fragmented over separate pages [2]. Content focuses on what a site presents, comprising the offering, appeal, multimedia mix, and content type [10]. The mix of product information (offering mix) or promotional messages (appeal mix) can be adapted according to consumers’ purchase environment by virtue of context-aware applications. The proximate selection method makes the nearby located-objects emphasized or easier to choose [11]. Such located-objects include a nonphysical service routinely accessed from particular locations (such as bank accounts) or the set of places users want to know about (gas stations or restaurants, for example) [11]. Multimedia mix is recommended to overcome limitations due to the lack of output screens. By converting some part of content into audio format, the output space can be saved [7]. Non-speech sound is also advised, given its language-independent and fast nature [1]. Community concerns interaction between users, including interactive and non-interactive communication. Shared information regarding mobile setting enhances interactive communication between users: they can connect to other users who reside nearby, or to those who have useful knowledge about products. Since consumers sometimes feel more satisfied when shopping with friends, interactive communication enabling opinion exchange about products is beneficial. Such capability can be realized with information exchange methods available on a small screen (for example, Short Messaging Service (SMS) or graphics describing products transferred through a user’s contact list). Customization refers to a site’s ability to tailor itself (tailoring) or to be tailored by users (personalization) [10]. Information on a user’s mobile setting COMMUNICATIONS OF THE ACM December 2003/Vol. 46, No. 12 51 OUR PRIMARY motivation has been a desire to reduce consumer reluctance in adopting m-commerce. We quickly realized one inhibitor is the intimidating existing m-commerce interface developed on the foundation of e-commerce designs

enables the automatic adaptation of the mobile straints. All the design elements listed in the table here interface(tailoring), and some part of such tailoring are constructed to suit the two unique characteristics associated with content. Customization reduces of m-commerce. The 7Cs associated with m-com information load by filtering unnecessary informa- merce interfaces emphasize the importance of instant tion, thus alleviating the constraints of the limited access to the desired information and an easy and sim- visual display. Moreover, m-commerce provides ple transaction process. Such changes will induce con potential for personalization, because mobile devices sumers to make more m-commerce-based purchases always carry the user's assigned identity as they can make informed decisions in a more user- Communication is defined as dialogue between friendly environment. C sites and users: broadcast, interactive, and hybrid [10. Targeted advertising through SMS or video REFERENCES mail is worth consideration. Time and weather 1. Brewster, S, Leplatre, G, and Crease, M. Using non-speech sounds in B anges are useful cues for selecting a message to be ③AM如1可mW如mB broadcast(selling sking equipment when it snows, 2. Buyukkokten, O, Kaljuvee, O, Garcia-Molina, H, Pacpcke, A, and for example). Alternatives to the limited keypad Winograd, T. Efficient Web browsing on handheld devices using page input devices are needed to promote consumer feed 1(m2221mma back,such as multiple-choice answers or multimedia 3. Jones, M, Marsden, G, Mohd-Nasir, N. Boone, K, and Buchanan, formats, such as voice and video mail transfer G. Improving Web interaction on small displays; www8. org/w8- Connection refers to the extent of formal linkages 4. Kakihara, M and Serensen, C. Mobility: An extended perspective. In between sites, consisting of outsourced content, per- 5. Kalakota, hd sth HICSS (Hawai, 200 D Rgau aN centage of home site content, and pathways of con son-Wesley, Reading, Mass, 1999. nections [10]. In mobile settings, pathways to other 6. Kim, J. Exploiting context in hci design for mo sites provide users with information needed in 7 Kristoffersen, S and Ljungberg, F. Designing int amIc settin gs. The adaptive map linked only to bile use context. In Proceedings of the international Symposium on the Web sites of nearby stores reduces the number of Ubiquitous Computing,(HUC 99), 1999 alternative pathways. A continuing concern is that &Mennecke, B. and Strader, T and Applications. lowa State 2002 consumers may still feel lost while navigating along 9. Pascoe, J. Ryan, N, and Morse, D Using while moving: HCI issues these pathways, as the limited display makes it diffi- I fieldwork environments. ACM Transactions on Computer-Human teracTIon7,3(2000),417-437 cult to utilize navigation aids, such as a brief site map 10 Rayport, J and Jaworski, B. Introduction to E-Commerce.McGraw- that helps users identify their locations. Accordingly, placing an icon that leads to the starting page with 11Schilit,B. Adams,N,and Want,R.Context-aware computing appli- one click of cancel button is recommended cations. In Proceedings of the IEEE W orkshop on Mob mputing Sys tems and Applications. (Santa Cruz, CA, 1995) Commerce is concerned with interfaces related to sales of goods and product services, such as a shop- ping cart and order tracking [10. A secure payment YOUNG EUN LEE(lee@ sauder. ubc. ca)is a Ph. D student in MIS method demanding minimal attention is required in at the sauder school of business, University of British the distracting mobile set By inserting a certif- IzAK BENBASAT(Benbasat@ sauder. ubc.ca)is CANADA Research cate of authentication into mobile phones, three Chair in Information Technology Management at the Sauder School parties--consumers, financial service providers, and of Business, University of British Columbia, Vancouver, BC. m-commerce retailers--conduct mutual authentica tion [5]. Condensing a set of processes across several This work was supported by a grant from the Social Sciences and Humanities Research Council of cana steps into a one-click checkout process becomes avallable by taking advantage of the known user pro- toon-其间上如小 ferred delivery option lists,requires prior specific permission and/or a f. ust on servers or to redistribute to Conclusion Our primary motivation has been a desire to reduce consumer reluctance in adopting m-commerce. We uickly realized one inhibitor is the intimidating existing m-commerce interface developee foundation of e-commerce designs. New interface design suggestions must be made that consider both a user's limited attention span and the de December 2003/Vol 46, No 12 COMMUNICATIONS OF THE ACM

enables the automatic adaptation of the mobile interface (tailoring), and some part of such tailoring is associated with content. Customization reduces information load by filtering unnecessary information, thus alleviating the constraints of the limited visual display. Moreover, m-commerce provides potential for personalization, because mobile devices always carry the user’s assigned identity. Communication is defined as dialogue between sites and users: broadcast, interactive, and hybrid [10]. Targeted advertising through SMS or video mail is worth consideration. Time and weather changes are useful cues for selecting a message to be broadcast (selling skiing equipment when it snows, for example). Alternatives to the limited keypad input devices are needed to promote consumer feedback, such as multiple-choice answers or multimedia formats, such as voice and video mail transfer. Connection refers to the extent of formal linkages between sites, consisting of outsourced content, percentage of home site content, and pathways of connections [10]. In mobile settings, pathways to other sites provide users with information needed in dynamic settings. The adaptive map linked only to the Web sites of nearby stores reduces the number of alternative pathways. A continuing concern is that consumers may still feel lost while navigating along these pathways, as the limited display makes it difficult to utilize navigation aids, such as a brief site map that helps users identify their locations. Accordingly, placing an icon that leads to the starting page with one click of cancel button is recommended. Commerce is concerned with interfaces related to sales of goods and product services, such as a shopping cart and order tracking [10]. A secure payment method demanding minimal attention is required in the distracting mobile setting. By inserting a certificate of authentication into mobile phones, three parties—consumers, financial service providers, and m-commerce retailers—conduct mutual authentication [5]. Condensing a set of processes across several steps into a one-click checkout process becomes available by taking advantage of the known user profile containing a user’s name, address, and a preferred delivery option. Conclusion Our primary motivation has been a desire to reduce consumer reluctance in adopting m-commerce. We quickly realized one inhibitor is the intimidating existing m-commerce interface developed on the foundation of e-commerce designs. New interface design suggestions must be made that consider both a user’s limited attention span and the device constraints. All the design elements listed in the table here are constructed to suit the two unique characteristics of m-commerce. The 7Cs associated with m-commerce interfaces emphasize the importance of instant access to the desired information and an easy and simple transaction process. Such changes will induce consumers to make more m-commerce-based purchases as they can make informed decisions in a more userfriendly environment. References 1. Brewster, S., Leplatre, G., and Crease, M. Using non-speech sounds in mobile computing devices. In Proceedings of the First Workshop on HCI for Mobile Devices (Glasgow, U.K., 1998). 2. Buyukkokten, O., Kaljuvee, O., Garcia-Molina, H., Paepcke, A., and Winograd, T. Efficient Web browsing on handheld devices using page and form summarization. ACM Transactions on Information Systems 20, 1 (Jan. 2002), 82–115. 3. Jones, M., Marsden, G., Mohd-Nasir, N., Boone, K., and Buchanan, G. Improving Web interaction on small displays; www8.org/w8- papers/1b-multimedia/improving/improving.html. 4. Kakihara, M. and Serensen, C. Mobility: An extended perspective. In Proceedings of the 35th HICSS (Hawaii, 2002). 5. Kalakota, R. and Robinson, M. M-Business: Roadmap for Success. Addison-Wesley, Reading, Mass., 1999. 6. Kim, J. Exploiting context in HCI design for mobile systems. In Proceedings of CHI 2001. (Seattle, Wash., 2001). 7. Kristoffersen, S. and Ljungberg, F. Designing interaction styles for a mobile use context. In Proceedings of the International Symposium on Handheld and Ubiquitous Computing, (HUC 99), 1999. 8. Mennecke, B. and Strader, T. Mobile Commerce: Technology, Theory and Applications. Iowa State University, 2002. 9. Pascoe, J., Ryan, N., and Morse, D. Using while moving: HCI issues in fieldwork environments. ACM Transactions on Computer-Human Interaction 7, 3 (2000), 417–437. 10. Rayport, J. and Jaworski, B. Introduction to E-Commerce. McGrawHill, New York, 2001. 11. Schilit, B., Adams, N., and Want, R. Context-aware computing applications. In Proceedings of the IEEE Workshop on Mobile Computing Systems and Applications. (Santa Cruz, CA, 1995). Young Eun Lee (lee@sauder.ubc.ca) is a Ph.D. student in MIS at the Sauder School of Business, University of British Columbia, Vancouver, BC. Izak Benbasat (Benbasat@sauder.ubc.ca) is CANADA Research Chair in Information Technology Management at the Sauder School of Business, University of British Columbia, Vancouver, BC. This work was supported by a grant from the Social Sciences and Humanities Research Council of Canada. Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. To copy otherwise, to republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. © 2003 ACM 0002-0782/03/1200 $5.00 c 52 December 2003/Vol. 46, No. 12 COMMUNICATIONS OF THE ACM

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