User engagement refers to the quality of the user experience that
emphasizes the positive aspects of interacting with an online
application and, in particular, the desire to use that application
longer and repeatedly. User engagement is a key concept in the
design of online applications (whether for desktop, tablet or
mobile), motivated by the observation that successful applications
are not just used, but are engaged with. Users invest time,
attention, and emotion in their use of technology, and seek to
satisfy pragmatic and hedonic needs. Measurement is critical for
evaluating whether online applications are able to successfully
engage users, and may inform the design of and use of applications.
User engagement is a multifaceted, complex phenomenon; this gives
rise to a number of potential measurement approaches. Common ways
to evaluate user engagement include using self-report measures,
e.g., questionnaires; observational methods, e.g. facial expression
analysis, speech analysis; neuro-physiological signal processing
methods, e.g., respiratory and cardiovascular accelerations and
decelerations, muscle spasms; and web analytics, e.g., number of
site visits, click depth. These methods represent various
trade-offs in terms of the setting (laboratory versus ``in the
wild''), object of measurement (user behaviour, affect or
cognition) and scale of data collected. For instance, small-scale
user studies are deep and rich, but limited in terms of
generalizability, whereas large-scale web analytic studies are
powerful but negate users' motivation and context. The focus of
this book is how user engagement is currently being measured and
various considerations for its measurement. Our goal is to leave
readers with an appreciation of the various ways in which to
measure user engagement, and their associated strengths and
weaknesses. We emphasize the multifaceted nature of user engagement
and the unique contextual constraints that come to bear upon
attempts to measure engagement in different settings, and across
different user groups and web domains. At the same time, this book
advocates for the development of ``good'' measures and good
measurement practices that will advance the study of user
engagement and improve our understanding of this construct, which
has become so vital in our wired world.
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