An Empirical Investigation into the Role of Avatars in Multimodal E-government Interfaces

Abstract

Interfaces for e-government applications are becoming essential for the modern life. E-government uses web-based interfaces to deliver effective, efficient and convenient services to citizens, business and government. However, one of the main obstacles (or barriers) of using such applications is the lack of the user trust and usability. These issues are often neglected in the interfaces of e-government application. This paper describes an empirical comparative study that investigated the use of multimodal metaphors to enhance the usability and increase the user trust. Specific designs of multimodal metaphors were investigated to communicate information using a specially developed e-government interface platform. These designs involved facially animated expressive avatars and auditory stimuli in addition to the typical visual metaphors often used. An experiment was carried out with 30 users to explore and compare the usability and user performance. These results provided a set of empirically derived innovative guidelines for the design and use of these metaphors to generate more usable e-government interfaces. For example, when designing avatars as animated virtual messages or live mail in e-government interfaces, specific facial expression should be incorporated due to its positive influence in enhancing users‘ attitude towards the communication process.

Online Branding and Marketing

“…Dholakia and Zhao (2009) demonstrate that website interactivity helps an organisation to meet customer expectation but remains still unclear the way in which interactivity could be further utilised. Senger et al, (2002) and Rigas & Almutairi (2013) suggest that a highly managed interaction aids the online purchase cycle. Most importantly in the web-environments.…”