Human-Computer Interaction in Consumer Behaviour

Human-Computer Interaction (HCI) studies play an important role in the design, implementation and evaluation of a new generation of user interfaces designed to support consumer behaviours and information needs. In recent years, the spread of new virtual environments and innovative tools have revolutionized the field of e-commerce. Although new digital environments can enable or facilitate certain user activities, the quality of the user interface will remain a continuing challenge. The current chapter aims to underline the relationships between HCI studies and consumer behaviour, focusing attention on virtual environments for electronic and Internet e-commerce (online retail) services. The potential of multi-modal interfaces and virtual environments for business and marketing are examined by: (1) providing an overview of the relationships between HCI and consumer behaviour; (2) showing how different interaction modalities can enhance the communication process between user and consumer system; and (3) showing how digital and interactive technologies can offer to the consumer many advantages and unique opportunities in exploring information and products, (4) new directions for possible future research.