Interactive Multimedia Design Features
: Their Derivation, Application and Assessment in Electronic Shopping

Student thesis: Doctoral ThesisPhD


The aim of this thesis is to investigate interactive multimedia design: from the analysis of problems with multimedia systems to the subsequent derivation of design features and their assessment. It concentrates on the application of interactive multimedia from a user-centred perspective to rational, choice-based decision making in electronic-shopping, and specifically as a solution to the difficulty consumers have in judging product quality.The popularity and widespread use of interactive technologies, especially the Internet, the complexities of multimedia design, and the importance of electronic-shopping make the need for this investigation timely.The research approach consisted of the following: the derivation of design features through analysis of designs, interviews with designers and review of relevant literature; application of design features through an understanding of problems with electronic-shopping and development of a prototype shopping environment; and assessment of the features through empirical work.The thesis produces three key findings. First, a set of six design features to support multimedia design: naturalness/realness, media allocation and combination, redundancy, significant contribution of the media, exploration, and quality of information representation. Second, a better understanding of multimedia design decision-making. And third, the application of interactivemultimedia product experience to improve online consumer behaviour.The research makes contributions to the areas of Human-Computer Interaction and Electronic Commerce, and offers practical recommendations to designers of interactive multimedia, especially when part of their design problem involves support for users’ interactions with representations of choice alternatives.
Date of Award31 Dec 2013
Original languageEnglish
Awarding Institution
  • University of Bath
SupervisorPeter Johnson (Supervisor)


  • HCI
  • e-shopping
  • multimedia

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