Abstract
The moment immediately before the "add to cart" decision is very critical in online shopping. Drawing on theories of transfer, spreading activation and human-computer interaction, the superiority of markerless Augmented Reality (AR) and Marker-based augmented reality (M) over Conventional Interactive (CI) is hypothesized. Although those multimedia tools are not part of the product/brand motivating the consumer interest they interfere in the interactive performance of the ecommerce. 150 consumers in a lab experiment showed higher emotional response, interactive response and brand evaluation in M and AR than CI. Contrary to what was expected the usability results were the inverse. That is, usability of CI outperforms M and AR. Considering only AR and M interfaces their effect on psychological variables was not statistically significant. A sophisticated or a simple interface had no impact on intention to buy the target brand, but the brand recommendation improved from M to AR. The differing effect of those three interface systems was mediated by brand familiarity, perceived risk, opinion leadership and positive emotional traits.

Abstract
Exergames require obtaining or computing information regarding the players’ physical activity and context. Additionally, ensuring that the players are assigned challenges that are adequate to their physical ability, safe and adapted for the current context (both physical and spatial) is also important, as it can improve both the gaming experience and the outcomes of the exercise. However, the impact adaptivity has in the specific case of virtual reality exergames still has not been researched in depth. In this paper, we present a virtual reality exergame and an experimental design aiming to compare the players’ experience when playing both adaptive and regular versions of the game. © Springer International Publishing AG, part of Springer Nature 2018.

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Abstract
The personal characteristics of entrepreneurs can be importantly related to entrepreneurial startup intentions and behaviors. A country-moderated hypothesis including the relationship between an individual's risk-taking propensity and entrepreneurship (behaviors or intentions of the person) was conceptually developed and empirically tested in this study. The data collection was performed through a structured questionnaire. Multinominal logistic regression was used for analyzing data obtained from 1,414 students in six countries. The crucial contribution of this research is the clarification of the character of risk-taking propensity in entrepreneurship and the indication that the risk-taking propensity-entrepreneurship relationship can be moderated contingent on power distance.

Abstract
Teenagers have been identified as an audience group that is often excluded from museum curatorial strategies. One strategy to counteract this problem is to involve cultural heritage professionals (CHPs) in the design process of museum based digital experiences targeted at teens. In this paper, 12 CHPs from a local natural history museum took part in a co-design activity over 20 hours, aiming to create and deploy digital tours for teenagers aged between 16-19. We present the three prototypes that derived from these design sessions. These were then tested by both 12 CHPs and 12 teenagers separately, and we report on lessons learned from the evaluation of these prototypes by both groups. © Dupré et al. Published by BCS Learning and Development Ltd. Proceedings of British HCI 2018. Belfast, UK