Su-Mae Tan

Multimedia University | mmu · Faculty of Information Science and Technology

Digital Game-Based Learning (DGBL) combines gamification with educational content to create engaging learning experiences tailored to today’s learners. Non-Playable Characters (NPCs), integral to many video games, are computer-generated characters controlled by game algorithms rather than players. Despite their prominence in gaming, research on NPC...

This paper explores the determinants of voice commerce technology acceptance among Malaysian consumers, focusing on perceived intelligence and anthropomorphism. Drawing upon the Unified Theory of Acceptance and Use of Technology (UTAUT) and AI attributes frameworks, the research model, encompassing perceived intelligence, anthropomorphism, performa...

This work investigates the factors influencing the continuous adoption of mobile stock trading applications among Gen-Z traders in Malaysia. A research model was proposed based on the Technology Acceptance Model, social influence, trust, and perceived security. We employed the Partial Least Squares Structural Equation Modelling to assess the model...

An instructor may express disappointment in the educational milieu when learning effort and performance do not meet expectations. The socio-emotive feedback can signal to learners that more effort is warranted to reduce the gap between the current achievement and optimal expectations. In this study, we examine if a pedagogical agent's expressing di...

This study addresses the adoption intention of ANA Chatbot, developed as part of the "Chup! Jom Sembang Seks" (translated as "Wait a minute! Let's Talk about Sex") campaign in Malaysia. ANA Chatbot provides youths with comprehensive sexual and reproductive health (SRH) information, empowering them in this vital aspect of their lives. Despite the em...

Romance has never felt the same way since the inception of online dating. A match is made not in Heaven but in the Cloud. Swiping profiles could sweep someone’s feet off. This work aims to assess the factors predicting the continuous use intention of online dating applications among young Malaysians through the lens of the UTAUT2 model and privacy...

An instructor in an e-learning video can identify as a human or a computer agent. Relatedly, they can project a human-recorded voice or a machine-voice generated from a classical text-to-speech engine. This study examines the effects of an e-learning instructor’s identity and voice cues on an instructor’s social ratings, learners’ cognitive load, a...

While online gaming has become immensely popular today, game developers and marketers face stiff competition. For gaming industries to remain profitable despite high development costs, they must promote players' continuance intention to play online games to accrue revenues via advertisement, subscription, and microtransactions. Drawing on the Socia...

The emotional design principle avers that highly saturated warm colors in multimedia learning presentations can elevate affective-motivational, cognitive, and learning outcomes. While warm and achromatic grayscale color tones have been explored extensively, relatively less research examines the effects of cold colors in multimedia learning. This st...

Modern text-to-speech voices can convey social cues ideal for narrating multimedia learning materials. Amazon Alexa has a unique feature among modern text-to-speech vocalizers as she can infuse enthusiasm cues into her synthetic voice. In this first study examining modern text-to-speech voice enthusiasm effects in a multimedia learning environment,...

Purpose This study aims to examine if a pedagogical agent’s expressed anger, when framed as a feedback cue, can enhance mental effort and learning performance in a multimedia learning environment than expressed happiness. Design/methodology/approach A between-subjects experiment was conducted in which learners engaged with a multimedia learning ma...

Most chatbot interfaces in contemporary m-commerce platforms feature a single chatbot that provides recommendations for all product categories. Nonetheless, there is an emerging research interest in multi-chatbot systems designating multiple chatbots as product/domain-specific advisers. Given the dearth of studies investigating the effects of multi...

Emotional design refers to imbuing a multimedia learning environment with design attributes that promote learners’ positive affect and motivation to enhance learning. One such feature is anthropomorphism, in which human-like attributes are infused into learning elements in a multimedia learning environment. This study examines the affective, motiva...

Infodemic refers to the influx of inaccurate or deceptive information on social media during a pandemic. The sharing of unverified COVID-19 information on social media is pervasive in Malaysia, which leads to adverse consequences stemming from misinformation, disinformation, and mal-information. Drawing upon the cognitive load theory (CLT) and self...

The COVID-19 pandemic has brought a shift from the physical classrooms to online learning environments. While this shift has been perceived as beneficial in many ways, the absence of physical interactions within online learning platforms poses challenges for English language learners to practice their English communications skills. Nonetheless, the...

Artificial agents such as embodied virtual agents, chatbots, voice user interface agents, and robots simulate human roles for dispensing information to people. According to the computers-are-social-actors paradigm, people respond to these technological artifacts with the same social rules originated from human-to-human social routines despite recog...

Drawing upon the computers-are-social-actors (CASA) paradigm, this study examined the effects of designing conversational commerce chatbots with expertise cues. Accordingly, these cues were operationalized through designation of chatbots as product-specific advisers, dialogues containing expertise-cued labels and social descriptors (e.g., "I am you...

The present study explored the effects of naturalism-stylization visual style of embodied virtual agents in an e-commerce website. An experiment was conducted in which participants (n=110) were paired with either the naturalistic or stylized agent that simulated the roles of a virtual sales assistant. It was shown that stylized agent produced signi...

Purpose This study aims to examine the effects of voice enthusiasm (enthusiastic voice vs calm voice) on social ratings of the speaker, cognitive load and transfer performance in multimedia learning. Design/methodology/approach Two laboratory experiments were conducted in which learners learned from a multimedia presentation about computer algorit...

Imagine walking into a department store to shop for various products. Based on the social heuristics related to expertise, you would likely favor and trust the advice conveyed by a product specialist dedicated to his/her product base than by a generalist advisor who opines on all product categories. As per the computers are social actors theory, th...

Purpose The aim of this paper is to examine the effects of a learner’s regulatory focus orientation and message frame of a motivational virtual agent in an e-learning environment. Design/methodology/approach On the basis of quasi-experimental design, university sophomores ( n = 210) categorized as chronic promotion-focus, chronic prevention-focus...

Virtual agents can be integrated in e-learning environments to encourage learning behavior through persuasive and motivational messages. In this study, we aimed to investigate the effects of agent's message-frame, i.e., gainframe and loss-frame on cognitive load and intrinsic motivation of learners interacting with motivational virtual agent in an...

While prior research has examined the effects of interactive e-commerce avatars that simulate the roles of virtual assistants and recommender agents, there is lack of empirical study that investigates the effects of non-interactive talking avatars in e-commerce. This is unfortunate, as many websites today utilize non-interactive talking avatars tha...

Embodied virtual agents have been increasingly implemented in e-commerce websites to provide a more natural, social, and engaging way to deliver product information to online shoppers. The media equation theory posits that users' responses to computer agents adhere to human-to-human social rules; hence, effective designs of embodied virtual agents...

The present study aimed to test the hypothesis that a smiling expression on the face of a talking pedagogical agent could positively affect a learner's emotions, motivation, and learning outcomes in a virtual learning environment. Contrary to the hypothesis, results from Experiment 1 demonstrated that the pedagogical agent's smile induced negative...

Virtual agents are artificial intelligent artifacts that mimic natural conversations with users. The media equation posits that human-agent interaction mirrors the social cues prevalent in human-to-human relationship. As such, personality adaptation- convergence (similarity-attraction) and divergence (complementary-attraction) in human-agent intera...

The Cognitive-Affective Theory of Learning with Media framework posits that the multimedia learning process is mediated by the learner's mood. Recent studies have shown that positive mood has a facilitating effect on multimedia learning. Though literature has shown that negative mood encourages an individual to engage in a more systematic, elaborat...

The present study examined the relationship among learners' differences, behaviors in manipulating variables, and learning achievements in a simulation-based program that supports discovery learning in the subject of C-programming algorithm. Participants (n = 66) took the Group Embedded Figures Test, Action Control Scale, and Computer Self-Efficacy...

The main objective of this study was to ascertain if the effectiveness of conversational narrations and non-conversational narrations in multimedia environment will be mediated by learners' field dependence and gender. S3 participants (23 field dependent and 28 field independent subjects) were randomly divided to interact with either one of the two...

The present study examined the impact of peer-like and expert-like agent stereotypes, as operationalized by agent's image and voice, on learners' agent perceptions, task-related attitudes, and learning achievement. 56 university freshmen (23 males and 33 females) interacted with either the peer-like agent (female college student) or the expert-like...

In this article, the effects of personalized narration in multimedia learning on learners' computer perceptions and task-related attitudes were examined. Twenty-six field independent and 22 field dependent participants studied the computer-based multimedia lessons on C-Programming, either with personalized narration or non-personalized narration. T...

This present study investigated the causal relationships among the dimensions of consumer-based brand equity in the context of service shop; and to improve the conceptualization of service quality, which serves as a sub-dimension of perceived quality. A total of 602 self-administrated questionnaires were distributed via non-probability sampling. Fi...

The objective of this study is to examine to what extent that gender serves as moderating variable in the context of consumer-based brand equity model. A total of 525 data was collected through non-probability sampling. Independent t-test was firstly employed. The invariance test was subsequently conducted to make certain whether the components of...