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Article
Publication date: 18 April 2022

Kuo-Wei Su, Po-Chih Chiu and Tzu-Hsiang Lin

This study aims to incorporate innovative technology (i.e. blockchain) into the design of an online travel agency (B-OTA). The authors accelerated the design of the prototype…

Abstract

Purpose

This study aims to incorporate innovative technology (i.e. blockchain) into the design of an online travel agency (B-OTA). The authors accelerated the design of the prototype system through expert interviews to understand the convenience of the blockchain travel and accommodation platform for users. The authors further validated the prototype system design and improved reference capability through usability testing.

Design/methodology/approach

Rapid prototyping of B-OTA was carried out through the Delphi method and literature compilation. Design validation of usability testing was conducted using modified systematic evaluation methodology. Prototype system suggestions and improvements were collected through feedback from test subjects.

Findings

This study will be helpful for the development of B-OTAs and related technologies. Through usability testing, the authors verified that creating a familiar operating environment for users can reduce users’ fear of unfamiliar technology. The results of this research provide future B-OTA researchers and practitioners with design guidelines.

Originality/value

Beyond the blockchain-related technologies used, few studies have reported experiences and interface design of B-OTAs. This study states that, as many human–computer interaction-related papers have pointed out, the basic prerequisite for successful interface design is a clearer definition of users’ needs during operation. User experience and user interface design should provide a good user experience.

研究目的

本研究旨在在线旅行社 (B-OTA) 的设计中融入创新技术(即区块链)。通过专家访谈了解了区块链旅行的方便性和用户打造的住宿平台, 从而加快了原型系统设计。我们进一步通过可用性测试验证原型系统设计并提高其参考能力。

研究设计/方法/途径

进行了 B-OTA 的快速原型设计通过德尔菲法和文献汇编。设计验证可用性测试是使用修改后的系统评估进行的方法。通过收集受试者的建议对原型系统进行改进。

研究发现

本研究将有助于B-OTAs及相关领域的发展技术。通过可用性测试, 我们验证了创建一个熟悉的用户的操作环境可以减少用户对陌生技术的恐惧。我们的研究结果为未来的 B-OTA 研究人员和从业者提供了设计相关的指南。

研究原创性/价值

除了使用的区块链相关技术之外, 很少有研究报告了 B-OTA 的经验和界面设计。这项研究指出, 正如许多 HCI 相关论文所指出的, 成功的界面设计基本的先决条件是在使用过程中更清晰地定义用户需求。用户体验和用户界面设计应该提供良好的用户体验。

Article
Publication date: 1 June 2005

William P. Wagner and Michael L. Zubey

The purpose of this paper is to present various knowledge‐acquisition methods and to show how existing empirical research can be used for mapping between marketing problem domains…

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Abstract

Purpose

The purpose of this paper is to present various knowledge‐acquisition methods and to show how existing empirical research can be used for mapping between marketing problem domains and knowledge acquisition techniques. The key to doing this is to create a taxonomy of marketing problem domains.

Design/methodology/approach

This paper combines a thorough literature review with prima facie conceptualization to map a generic problem domain, and thereby provide guidance in the choice of knowledge‐acquisition technique for developers of expert systems in the field of marketing.

Findings

Recent empirical research in the field of expert systems shows that certain knowledge‐acquisition techniques are significantly more efficient than others for the extraction of certain types of knowledge within specific problem domains. It is found that protocol analysis, while fairly commonly used, is relatively inefficient for analytic problems. In the synthetic problem domain, interviewing proves to perform better for simple problems and worse for more difficult‐to‐model synthetic domains.

Research limitations/implications

The findings suggest that it may be worth exploring some of the non‐traditional knowledge‐acquisition techniques when working on some types of applications. Further research could offer guidance in choosing the appropriate technique, with the aim of improving the quality, efficiency and development of the resulting system.

Practical implications

Designers of expert systems for marketing should consider interviewing and card sorting as the main means of knowledge acquisition for analytic problem domains, rather than protocol analysis as the main knowledge‐acquisition technique for analytic problem domains.

Originality/value

This paper is the first to suggest mapping between knowledge‐acquisition research and marketing problem domains.

Details

Marketing Intelligence & Planning, vol. 23 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

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