International Conference on Human Computer Interaction – HCI 2017

In July this year (2017), the International Conference on HCI in Business, Government and Organizations again included a session held by Dr. Auinger and Dr. Kindermann from the University of Applied Sciences Upper Austria (FH Upper Austria). As part of the HCI International Conference, the event was hosted at the Vancouver Convention Centre (Vancouver, Canada). In total, six papers were presented during this session focused on Human Computer Interaction in Electronic Commerce, Mobile Commerce and Online Marketing:

  • Eye-Tracking Analysis of Gender-Specific Online Information Research and Buying Behavior 
    Silvia Zaharia, Daniela Kauke, Ella Hartung, University of Applied Sciences Niederrhein, Germany
  • Acceptance of Personalization in Omnichannel Retailing
    Werner Wetzlinger, Andreas Auinger, Harald Kindermann, Wolfgang Schönberger, University of Applied Sciences Upper Austria, Austria
  • Context Sensitive Digital Marketing – A Conceptual Framework Based on the Service Dominant Logic Approach
    Konrad Zerr, Rudolf Albert, Anja Forster, Pforzheim University of Applied Sciences, Germany
  • Priming and Context Effects of Banner Ads on Consumer Based Brand Equity: A Pilot Study
    Harald Kindermann, University of Applied Sciences Upper Austria, Austria
  • Gamification in E-Commerce: A Survey based on the Octalysis Framework
    Jovana Karac, Martin Stabauer, Johannes Kepler University, Linz, Austria
  • A Comparison of Attention Estimation Techniques in a Public Display Scenario
    Wolfgang Narzt, Johannes Kepler University, Linz, Austria

Digital Business researchers at the Conference

Two of these papers were presented by digital business researchers from Steyr. The first one „Acceptance of Personalization in Omnichannel Retailing“ was presented by Prof. Auinger and  investigated whether personalized services were more easily adopted by individuals in online stores or physical stores and whether privacy concerns were more profound in either of these contexts and might even block the adoption of personalized services. In the second paper „Priming and Context Effects of Banner Ads on Consumer Based Brand Equity: A Pilot Study“ Prof. Kindermann presented his results of an investigation which aimed on finding out how banner ads are perceived by individuals and particularly which effects occur when they are not congruent with the overall image of the online store they are used in.

Another interesting study was presented by Jovana Karac, who is part of the joint PhD program „Digital Business International“ (FH Upper Austria and Johannes Kepler University). Together with Martin Stabauer (also JKU) she investigated how gaming elements are used by a total of 20 retail companies from five different industries using the Octalysis framework.

The presenters: Andreas Auinger (FH Upper Austria – Session Chair), Konrad Zerr (Pforzheim University of Applied Sciences), Harald Kindermann (FH Upper Austria – Session Chair), Daniela Kauka (University of Applied Sciences Niederrhein), Ella Hartung (University of Applied Sciences Niederrhein), Jovana Karac (JKU), Wolfgang Narzt (JKU), Martin Stabauer (JKU)

HCI in Business, Government and Organizations. Supporting Business 2017
Lecture Notes in Computer Science
available via SpringerLink

Human-Computer Interaction Research in Steyr

Ansprechpartner Digital Business Forschung

Prof. Dr. Andreas Auinger

Prof. Dr. Andreas Auinger is the head of studies for the joint master „Digital Business Management“ (FH Upper Austria and JKU) at the University of Applied Sciences in Steyr. He is also supervisor in the joint PhD program „Digital Business International“ (FH Upper Austria and JKU) and researcher in the area of digital business, focusing on topics such as human-computer interaction, usability, or e-commerce.

More details on his previous research and publications can be found in the knowledge documentation of the University of Applied Sciences Upper Austria.

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Further general information on the research of the department of Digital Business can be found here: