A Systematic Review on Humanizing Factors for Online System

  • Lina Fatini AzmiEmail author
  • Norasnita Ahmad
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1073)


Online systems have improved our lives in many ways compared to traditional method. Recently, humanizing online systems become an important issue and an interest of professionals and academician as it is believed can improve online systems become more user-centric. However, the systematic review to report the current state of humanizing online systems research is very limited. Thus, this paper aims to systematically review and contributes better understanding of humanizing for online systems research. To collect and review previous studies, we used systematic literature review method consisting three phases which are planning, conducting and reporting the reviews. A set of research questions for the review covers the meaning, problems and factors of humanizing online systems from various fields. As a result, we selected 33 papers that have relevant information to address the research questions been set. Based on the review, we also found that humanizing in online system is still undefined. Therefore, further study that investigate human behavior in online system is necessary.


Humanizing Online system Human behavior 


  1. 1.
    Go, E., ShyamSundar, S.: Humanizing Chatbots: the effects of visual, identity and conversational cues on humanness perceptions. Comput. Hum. Behav. 97, 304–316 (2019)CrossRefGoogle Scholar
  2. 2.
    Macinnis, D.J., Folkes, V.S.: Humanizing brands: when brands seem to be like me, part of me, and in a relationship with me. J. Consum. Psychol. 27(3), 355–374 (2017)CrossRefGoogle Scholar
  3. 3.
    McCool, L.B.: Humanizing advanced communication online writing instruction: developing social presence to communicate, collaborate, and connect. Iowa State University (2016)Google Scholar
  4. 4.
    Ahmad Al-Hawari, M.A.: Does customer sociability matter? Differences in e-quality, e-satisfaction, and e-loyalty between introvert and extravert online banking users. J. Serv. Mark. 28(7), 538–546 (2014)CrossRefGoogle Scholar
  5. 5.
    Etemad-Sajadi, R., Ghachem, L.: The impact of hedonic and utilitarian value of online avatars on e-service quality. Comput. Hum. Behav. 52, 81–86 (2015)CrossRefGoogle Scholar
  6. 6.
    Stanciulescu, G.C., Dumitrescu, F.: Optimizing the IT structures of tourism SMEs using modern applications and resources (cloud). Procedia Econ. Financ. 15, 1769–1778 (2014)CrossRefGoogle Scholar
  7. 7.
    Xiao, Y., Watson, M.: Guidance on conducting a systematic literature review. J. Plann. Educ. Res. 39(1), 93–112 (2019)CrossRefGoogle Scholar
  8. 8.
    AlQudah, A.A.: Models and frameworks for a successful virtual learning environment (VLE) implementation. Am. J. Softw. Eng. Appl. 3(4), 33 (2014)Google Scholar
  9. 9.
    Yuan, Y.-L.: Analysis on the development of electronic banking business of commercial banks in China. In: International Conference on E-commerce and Contemporary Economic Development, pp. 153–156 (2018)Google Scholar
  10. 10.
    Etemad-Sajadi, R.: The impact of online real-time interactivity on patronage intention: the use of avatars. Comput. Hum. Behav. 61, 227–232 (2016)CrossRefGoogle Scholar
  11. 11.
    Khawla, S., Ayman, A.A.: High-tech human-touch for online courses: rules and principles for humanizing your online course. Eur. Sci. J. 11(16), 114–133 (2015)Google Scholar
  12. 12.
    West, R.E.: A student’s guide to strengthening an online community. TechTrends 54(5), 69–75 (2010)CrossRefGoogle Scholar
  13. 13.
    Keengwe, J., Kidd, T.T.: Towards best practices in online learning and teaching in higher education. J. Online Learn. Teach. 6(2), 533–541 (2010)Google Scholar
  14. 14.
    Ho, J.S.Y., Chew, K.-W., Khan, N.: Humanizing websites: website personality for E-services. In: IEEE International Conference on Industrial Engineering and Engineering Management (IEEM), pp. 621–625 (2015)Google Scholar
  15. 15.
    Toufaily, E., Pons, F.: Impact of customers’ assessment of website attributes on e-relationship in the securities brokerage industry: a multichannel perspective. J. Retail. Consum. Serv. 34, 58–69 (2017)CrossRefGoogle Scholar
  16. 16.
    Hsin Chang, H., Wang, H.: The moderating effect of customer perceived value on online shopping behaviour. Online Inf. Rev. 35(3), 333–359 (2011)CrossRefGoogle Scholar
  17. 17.
    Jowallah, R.: An investigation into the management of online teaching and learning spaces: a case study involving graduate research students. Int. Rev. Res. Open Distrib. Learn. 15(4), 186–198 (2014)Google Scholar
  18. 18.
    Kop, R.: The challenges to connectivist learning on open online networks: learning experiences during a massive open online course. Int. Rev. Res. Open Distrib. Learn. 12(3), 19–38 (2011)Google Scholar
  19. 19.
    Kilgore, W., Al-Freih, M., Bartoletti, R.: Design intent and iteration: the #HumanMOOC. In: European MOOC Stakeholder Summit, pp. 7–12 (2015)Google Scholar
  20. 20.
    Rhode, J., Richter, S., Miller, T.: Designing personalized online teaching professional development through self-assessment. TechTrends 61(5), 444–451 (2017)CrossRefGoogle Scholar
  21. 21.
    Ghalenooie, M.B., Sarvestani, H.K.: Evaluating human factors in customer relationship management case study: Private banks of shiraz city. Procedia Economics and Finance 36, 363–373 (2016)CrossRefGoogle Scholar
  22. 22.
    Valvi, A.C., West, D.C.: E-Loyalty is not all about trust, price also matters: extending expectation-confirmation theory in bookselling websites. J. Electron. Commer. Res. (JECR) 14(1), 99–123 (2013)Google Scholar
  23. 23.
    Fang, Y.-H.: An app a day keeps a customer connected: explicating loyalty to brands and branded applications through the lens of affordance and service-dominant logic. Inf. Manag. 56(3), 377–391 (2019)CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.School of Computing, Faculty of EngineeringUniversiti Teknologi MalaysiaSkudaiMalaysia
  2. 2.Azman Hashim International Business SchoolUniversiti Teknologi MalaysiaSkudaiMalaysia

Personalised recommendations