Qi Li

Kecheng Liu
email: k.liu@henley.ac.uk

An Abductive Process of Developing Interactive Data Visualization: A Case Study of Market Attractiveness Analysis

Keywords: Interactive Data Visualization, Organizational Semiotics, Abductive Reasoning Process

Data visualization has been widely utilized in various scenarios in data analytics for business purposes, especially helping novice readers make sense of complex dataset with interactive functions. However, due to an insufficient theoretical understanding of the process of developing interactive functions and visual presentations, interactive data visualization tools often display all available automatic graphing functions in front of users, instead of guiding them to choose a visualization based on their demands. Thus, this paper is intended to construct a process of developing interactive visualization with a specific focus on enabling the interoperation between design and interpretation. Stemmed from organizational semiotics, an abductive process will be portrayed in this paper to interpret the process of developing interactive data visualization. Especially the interactive functions will be employed in an iterative process, where producers can be aware of and respond to readers' information demands on semantic, pragmatic and social levels.

Introduction

Data visualization plays an important role in business analytic intelligence, in terms of helping users make sense of a large amount of data, by using visual aids in order to convey a message to its readers. [START_REF] Chen | Data, Information, and Knowledge in Visualization[END_REF]. Other scholars further extend the scope of contributions of data visualization to communication between readers and producers, exploration of the complex dataset and making sense of the information demanded decisionmaking [2,[START_REF] Liu | Semiotics in Visualisation[END_REF]. With the development in-memory computing and cloud techniques, data visualization can be more agile to adapt to users' demands, in other words, quickly responding to users' requests by the embedded interactive functions. In addition, the collaboration among different users will be promoted based on web-based visualization application, where different views from multiple users, producers and experts can be incorporated into the process of developing data visualization [START_REF] Tableau | Visual Analysis Best Practices[END_REF]. In short, other than supporting individual's exploration and sense-making of the dataset, data visualization facilitates the communication by interactive functions. However, according to the observation on the leading visualization tools, such Tableau, QlikView, and PowerBI, although 'interactive visualization exploration' has been listed as a critical capacity of business intelligence, the focus remains on the generation of various visual representations with automatic graphing and enabling users to analyze and manipulate data by interacting with the visual representations [START_REF] Gartner | Magic quadrant for business intelligence and analytics platforms[END_REF]. This observation is also echoed by the prior research, which points out that the concept of interactive data visualization remains unclearly defined and its development process is still vaguely portrayed, even though the diverse technique is available and able to support users to interact with data [START_REF] Shneiderman | The eyes have it: a task by data type taxonomy for information visualizations[END_REF][START_REF] Strecker | Data Visualization in Review: Summary[END_REF].

This paper will construct a process for developing interactive data visualization with a specific focus on understanding readers' multi-levels of information demands and guiding the producers to fulfil the demands by using interactive functions. Organizational semiotics, the doctrine of sign research, which has been applied to various prior research for understanding the process of information transfer among different parties, will be utilized at the theoretical foundation to the understanding of levels of interpretation. Also, the logical reasoning process will be referred to, to explain how a visualization will be interpreted and to discover the key interactions demanded during this process. In the illustrative case study, the abduction process will be applied to help design a data visualization of market attractiveness analysis.

Abduction in Organizational Semiotics

Data visualization can be articulated as a process of communication with graphics means [START_REF] Chen | Data, Information, and Knowledge in Visualization[END_REF][START_REF] Sas | Data Visualization: Making Big Data Approachable and Valuable[END_REF][START_REF] Wang | A Guided Tour of Literature Review: Facilitating Academic Paper Reading with Narrative Visualization[END_REF]. Semiotic is a theoretical ground of signs and signification. It can help interpret the process where a sign as a carrier to deliver information among different parties. It also guides the discovery of implicit and explicit factors impact the efficacy of information transferring [START_REF] Stamper | Information, Organisation and Technology: Studies in Organisational Semiotics[END_REF]. By having an in-depth understanding of the process and the significant influencing factors, the producers can further work on improving the efficacy of communication, e.g. the right information can be communicated at the right time, by the right method and to the right people. Supported by organizational semiotics, the research can focus on application and usefulness of signs in a business context, where the communication among individuals and business objects are driven by business purposes, serving for business objectives and influenced by organizational environments [START_REF] Liu | Organisational Semiotics for Business Informatics[END_REF].

Semiotics

Semiosis reveals the process of sense-making, where an individual understands a sign by interpreting it based on the link with a certain object [12]. It is a universal mechanism which can be utilized to all sign-processing activities, which helps people recognize the importance of creating and using signs. Interactive data visualization can be regarded as a typical sign-based communication, where visual representations act as signs to facilitate the communication between producers and readers.

The whole process of semiosis can be articulated into the following triangular model (Error! Reference source not found.). The firstness is a sign or representation which is utilized as a sign vehicle linking to a secondness. The secendness is an object, which should be reflected by the sign in the firstness. However, the reflection might not be generic and spontaneous, where readers cannot perfectly receive the information sent by producers without any deviation. Instead, the reflection will be impacted by the readers' interpretation based on prior knowledge, various purposes of interpretation and pressures from the organisational and social environment.

In the context of interactive data visualization, the meaning of the three elements in semiosis framework can be further expanded (Error! Reference source not found.):

Table 1. Elements in Semiosis in the Context of Visualization

Elements [START_REF] Liu | Organisational Semiotics for Business Informatics[END_REF] Explanations in the context of visualization The sign, which is considered as a signifier Visual representations, including a diagram, chart, map and table [START_REF] Friendly | A Brief History of Data Visualization[END_REF] The object, which is considered as the signified Business reality reflected or implied by the visual representations, e.g. market size; sales trend The interpretant, which is considered as the effect of signs on readers' action (incl. reading, interpreting and behaving upon)

A process and result of interpreting signs and identifying their reflection based on readers' subjective elements [14] e.g. knowledge, experience and perception of environmental pressures e.g. driven by the sales-oriented strategy, managers will focus more on the information related to current and potential sales Even though the semiosis portrays a general framework for discovering the visualization process where readers make sense of visual representation, the interpretant can be explained further, especially identifying the factors influencing interpretant on both technical and social aspects.

Semiotic Ladder

Interpretant has a broader scope than interpretation, which covers not only signifying a sign and identifying the meaning associated with the sign, but also involving readers' background knowledge, intentions and influences (incl. support and restrain) from social norms [START_REF] Stamper | Information in Business and Administrative Systems[END_REF]. Thus, the semiotic ladder offers a framework of taxonomy to categorize the various influencing factors towards interpretant to 6 levels. By understanding the concepts and characteristics of different levels, visualization producers can have an indepth understanding in terms of the barriers which hinder readers from making sense of visual representations.

Stemmed from the theory of organizational semiotics, which suggests understanding the barriers hindering the communication in the context of business through the lens of semiotics, Stamper [START_REF] Stamper | Information, Organisation and Technology: Studies in Organisational Semiotics[END_REF] suggests analyzing the sign effect through 6 levels, consisting of two aspects of human information function and IT platform. IT platform is closely related to the infrastructure, physical quality and structure of sign. Different from the traditional semiotic framework which mostly focuses on the meaning and interpretation, Stamper points out that the physical quality and construction of sign will impact on humans understanding of sign. On the aspect of human information function, the semiotic framework is intended to address the challenges on signifying signs in terms of transferring their meaning, fulfilling readers' intentions and responding to the social norms [12].

When it comes to interactive data visualization, the lower three layers encourages producers to incorporate the Gestalt Law and pre-attentive attributes into visualization design, in order to assist human brain perceptive system to visually identify the patterns e.g. size, proximity and colours [16]. On the upper three layers of the semiotic framework, the focus shifts from visual representation (signs) to interpretant of visual representation (sign effect). As it is implied from the comment 'featureless data is equivalent to noise' [START_REF] Chi | An Operator Interaction Framework for Visualization Systems 1 Introduction 2 Related Work[END_REF], there is a big challenge on the cognition aspect of interactive data visualization: to enable users to capture the pattern of dataset, to make sense of them based on their background knowledge, intentions and to cope with social pressure. Since this paper mainly focuses on the sense-making aspect of interactive data visualization, the process framework will focus more on the key questions and norms on the upper three layers (Table 2). However, the semiotic framework might have offered a comprehensive guideline for producers to recognize a series of social and technical factors which might affect the interpretation of signsmaking sense of visual representations, but it does not offer a set of tangible methods to elicit and document the elements and produce a practical solution.

Abduction

Tan and Liu [START_REF] Liu | Semiotics in Visualisation[END_REF] state that the process of developing data visualization can be depicted as a shared semiosis where the visual representation is used as a carrier to facilitate the communication between the producers and readers. Not only is it focusing on the artefact which carries the visual representation in the final stage, but also focusing on the process where a reader interprets the visualization. Also, norm centric activities where norm can be used as a powerful tool to help make producers and document readers' aware of the explicit and implicit demands of the various levels of interpreting. Thus, this research, inspired by the three principles from Liu [14], is intended to construct a framework for producing data visualization, especially empowering readers to implement abductive reasoning, guiding producers to place interactive functions based on norms and specifying the process of developing data visualization to steps.

The concept of abduction can be traced back to Peirce, 1930s, which can be demonstrated in semiosis where people explore signs with their prior knowledge, spots new (unmatched patterns with their prior knowledge) and refine the prior knowledge by proposing new propositions and hypothesis which might result in further actions, e.g. further discovery by other means [START_REF] Kovács | Abductive reasoning in logistics research[END_REF]. Dubois and Gadde [START_REF] Dubois | Systematic combining: An abductive approach to case research[END_REF] claim that abduction can be used as an approach to push creativity and help the reader form a proposition by making sense of what They have observed and how it differs from their own understanding. Other than abduction, induction and deduction are two other main-stream reasoning processes.

In contrast, deduction encourages people to extract the logical conclusion from the prior theories, to form new hypotheses and propositions, and to test them in the form of empirical study. Induction follows the opposite way compared with deduction [START_REF] Ho | Abduction ? Deduction ? Induction ? Is there a Logic of Exploratory Data Analysis[END_REF]. Instead of obtaining knowledge from prior literature, induction will guide people to generalize a theoretical form based on an observation [START_REF] Sowa | Knowledge Representation: Logical, Philisophical, and Computational Foundations[END_REF].

Different from induction and deduction, the method of abduction supports humans to develop or refine their knowledge by systematizing the creativity and intuition into their logic reasoning process [START_REF] Kolko | Abductive Thinking and Sensemaking: The Drivers of Design Synthesis[END_REF]. The factors, such as prior knowledge and context, is also recognized to be influenced by the people's understanding, instead of purely relying on what people can observe in the empirical study [START_REF] Arrighi | Abductive Reasoning , Interpretation and Collaborative Processes by[END_REF]. Therefore, the aim of abduction is more than to spot the difference between empirical studies and prior understanding, but also to understand the new phenomenon and re-frame the prior knowledge based on the fresh inputs.

Constructing a Process for Developing Interactive Data Visualization

In this research the logical reasoning process of abduction can be depicted as follows, consisting of 5 steps.

Fig. 1. Abductive Process of Developing Data Visualization

Step One: Capturing and Organizing Readers' Prior Knowledge

Stemmed from the framework of the semiotic ladder, readers' interpretant of signs can be influenced by their prior knowledge (semantic level), intentions (pragmatic level) and social context (social world level). Also, based on the concept of abduction, readers always intend to observe any phenomenon with a series of hypotheses generated from their prior knowledge. Thus, during the primary stages of developing the concept of data visualization, producers are encouraged to grasp readers' requirements and prior understanding by incorporating six interrogatives [START_REF] Tan | An organisational semiotics inspired information architecture: Pervasive healthcare as a case study[END_REF]. It is only when after these interrogatives have been considered that further investigations can take place as a way of guiding the design of interactive functions.

Step Two: Viewing the Initial Data Visualization

Based on the information obtained from the previous step and dataset available on hand, the producer can draft the initial version of data representation and present it to the user.

The user can then have the initial view of the data representation and try to extract the demanded information. The design of interactive function at this stage is based on the initial input of users' demand and data availability. Thus, the user can explore the dataset based on its initial understanding.

Step three entering iteration loop

Once readers have found that the information revealed from the initial data visualization is different from their prior understanding, the readers might enter into an iterative process (s3.1, s3.2 and s3.3), in which they can request further questions based on their information demands to interpret the differences.

Based on the observation in step two, readers would compare the information derived from viewing the data visualization with their prior knowledge (s3.1). In other words, they will compare what they have seen from the visualization with what they have understood from their prior experience and identify the differences (s3.2), where they can further address new questions related to data visualization by its interactive functions (s3.3).

3.4

Step Four: Refining the Prior Knowledge Through continuously addressing different information demands, readers will eventually be able to gain an in-depth understanding of the domain question(s). They can then add the information learnt via the interaction with data visualization into the prior knowledge, and generate a new understanding for the specific domain questions, which can then guide their behaviors.

3.5

Step Five: Generating New Hypothesis

After refining the prior understanding, the readers can further generate a new proposition for their domain questions, which can be further articulated to be a solution for the domain questions they raised up at the very beginning. Also, the readers might generate a further hypothesis which can be tested in the reality or in different scenarios. By this way, they might enter another abductive process by other means to further refine their knowledge.

Illustrative Case Study: Market Attractiveness Analysis

In this research, an analysis of global market attractiveness of energy drink industry will be referred to as an illustrative case study. The key domain question raised up by the target readers is to identify the most attractive market(s) to develop a new brand of energy drink, and they expect the delivery to be able to reveal the answer by graphics that they can easily understand. Thus, this case study illustrates all 5 steps of the abductive process of developing interactive data visualization.

Step one: Capturing and organizing readers' prior knowledge

A semi-structured interview with the target readers takes place at the very beginning of capturing the initial requests of developing data visualization. Information obtained from the interview will be mapped based on the framework of six interrogations, and then migrate to the 3rd-level of the semiotic framework.

Step two: Viewing the initial data visualization

Based on the information obtained in step one, two bar charts are drawn-up for fulfilling the initial information requestsshowing the market with the highest / lowest sales and volume. The advantage of bar charts, is that it enables readers to easily compare the data by bar length and to identify the highest / lowest data by ordering.

After viewing the initial presentation of data visualization, the target readers confirm some of their initial hypothesis, by focusing on countries with a high population, which as a result will allow for an increase in sales and volume. These countries include China, Japan and the United States. However, they also discovered that the information differed from the prior experience. For example, some markets like Brazil and UAE might not rank high in terms of sales but ranked in the top tier of sales due to the high unit price.

4.3

Step Three: Entering in Iteration Loop

Based on the questions generated from the initial view of data visualization in step two, the target readers enter the iterative loop where they can address further requests for information based on their new hypothesis. A round of interviews took place to allow the target readers to compare the information from data visualization and prior experience, to articulate the specific gaps and to reveal more details of their new requests and hypotheses. During the interview, the target readers expressed the idea of taking more variables from the non-sales aspects into the measurement of market attractiveness, since an attractive market should not merely be identified by the sales data in a short period. Instead, incorporating non-sales data might help reveal a view of long-term market development.

4.4

Step Four: Refining the Prior Knowledge

Once the target readers find the data visualization provides sufficient information for them to justify the prior hypothesis, they decided to end the iteration and tried to refine the prior understanding. The information grasped from the data visualization would be added to the prior knowledge. For example, the target readers had thought to put the focus on the western European market since it seems to be a mature market. However, with the aid of data visualization, they found that the new brand is likely to be launched in Brazil and the Middle East. The reason for this being is that there tends to less competitiveness, which lends itself to more room for a new brand to set up and grow. Also, instead of merely focusing on a single market, Hub-and-Spoke can be considered to apply in Middle Eastern markets since some similarities can be found on data patterns of their energy drink consumption and market competition, e.g. setting UAE as the Hub and gradually expand the brand influence on its neighbor countries (spokes) via a new fashion.

4.5

Step Five: Generating New Hypotheses

During the final step, a workshop took place to finalize the interactive data visualization based on documents of all hypothesis and information requests provided by the target readers. The format of 'context-content-conclusion' has been used for the final presentation, which can demonstrate the key questions and hypothesis (context), the filtered data in a graphic format with interactive function (content), and summary of data pattern (conclusion). The target readers can take the interactive data visualization as an input to their business strategy formation or a document to provoke a discussion of strategic decision.

Discussion and Conclusion

This paper portrays an abductive process of developing interactive data visualization, where different mechanisms have been used to facilitate the communication and interoperation between producers and target readers. The information demands from target readers have been be analyzed by different levels based on the semiotic framework, including semantic, pragmatic and social levels. Also, the iteration loop allows target readers to continuously address the requests for more information to justify their hypothesis, which can be documented and analysed in the format of the norm and eventually lead the design of interactive functions. In the end, a case study of global market attractiveness analysis has been used to illustrate the proposed process of developing interactive data visualization.

In terms of contributions of this research, it further develops the statement from [3] -visualization as a process of abduction, by demonstrating a detailed process where visualization producers can capture targets' multi-level information demands and elicit them into the design of interactive function. Also, by further developing the idea of enabling the interoperation between producers and readers, the iteration loop enables both two parties to continuously synergize the understanding of information request, targets', purposes, and potential influence from the corporate strategy (social environment).

However, there are two limitations which should be addressed in order to inspire further studies. Firstly, this research does not set criteria to measure the satisfaction of target readers about fulfilling their information demands. Without the criteria, the target readers might be trapped by 'confirmation bias where they think they might have had sufficient information but actually, this is not the case [START_REF] Kodagoda | Using Interactive Visual Reasoning to Support Sense-Making:\rImplications for Design[END_REF]. Therefore, the following research can further work on specifying the criteria for measuring readers' satisfaction of information fulfilment. Secondly, this research does not compare the proposed process with the traditional way of developing visualization from the readers' perspective about the extent in which the new process helped them understand data better than the traditional approach. Thus, a comparative research between the abductive process and non-abductive process of developing interactive data visualization should be conducted to justify the helpfulness of the abductive process.

Table 2 .

 2 Upper Three Levels of Semiotic Ladder

	Factors	Explanation [12]	In the context of interactive data visuali-
			zation
	Semantics	Meaning indicted by signs: the	Do readers have a statistic or mathematics
		relationship between signs and	background to understand the algorithms
		objects	for data analytics?
			What factors will readers mainly consider
			for measuring market?
	Pragmatics	Intentions of readers to make	What is the motivation(s) for readers to in-
		sense of the dataset	terpret the visual representations?
			What is the business purposes?
	Social World	Context or environment where	Based on what a reader can recognise,
		some factors might impact	what are the major social and environ-
		readers' focus and interpreta-	mental factors which might impact on
		tion of visual representations	readers' opinions or focus? E.g. corporate
			strategy, tones from the top.


Elaine C S Hayashi
email: 1hayashi@ic.unicamp.br

Roberto Pereira
email: 2rpereira@inf.ufpr.br

José Valderlei Da Silva

M Cecília
email: cecilia@ic.unicamp.br

C Baranauskas

Enactive Systems and Children at Hospitals: For More Socially Aware Solutions with Improved Affectibility

Keywords: Organizational Semiotics, Enactive systems, Children care

One of the challenges faced by designers when creating technology is to be aware of social responsibilities when proposing a new digital artefact. With the popularization of computational technology among children, the challenge gains new proportions. Varied digital solutions have been presented for children at hospitals to lessen anxiety, stress and loneliness caused by hospitalization. If designers do not consider the broader view of the context, the social consequences of the use of their solutions might worsen users' initial situation. In order to better understand the context and obtain a more comprehensive view from the state of the art in this subject, we used a Semiotic Framework and the Principles for Affectibility to analyze artefact solutions proposed for hospitalized children. As a result, we identified gaps that represent new opportunities for research. The results are discussed towards more social awareness towards new, contemporary interfaces that defy traditional interaction forms.

Introduction

Enactive systems have been defined as computer systems consisting of human and technological processes dynamically linked, i.e., forming feedback loops using sensors and data analysis, enabling a seamless interaction between human and computer [START_REF] Varela | The embodied mind: Cognitive science and human experience[END_REF]. The presence of new technologies and new forms of interaction (tangible, wearable and natural interfaces), coupled with the ubiquity of computing and social networks, present challenges that require the consideration of new factors (emotional, physical and cultural) in the design of systems we are naming socio-enactive. Such systems represent a complex scenario for which there is still no theoretical and methodological basis and no practical experiences suitable for its design. The ways people will interact in socioenactive environments is not easy to explain and to predict at design time. Consequently, the essence of how to develop systems of this nature requires the treatment of technological aspects in which the consideration of the social dynamics is enhanced by concepts such as Universal and Participatory Access, Affective Computing, Ubiquitous, Values and Pragmatics.

In this paper, we present preliminary results from Project Socio-enactive systems [START_REF] Baranauskas | Sistemas Sócio-Enativos: Investigando Novas Dimensões no Design da Interação Mediada por Tecnologias de Informação e Comunicação[END_REF] in which the concept of a socioneactive system is being constructed. Adopting a socially-aware view for the design of systems, we applied a Semiotic Framework inspired structure and the Principles for Affectibility to analyze artefact solutions proposed for hospitalized children. The results provided better understanding of the context, more comprehensive view of the state of the art, pointing out to gaps that represent new opportunities for research. More than contributing to problem understanding in the context of our study, the paper shows how a Semiotic Framework can be used as a thinking tool for organizing related works and guiding discussions on the subject. This article is organized as follows: Section 2 informs the theoretical background; Section 3 shows related works on digital solutions for hospitalized children; Section 4 analyses the related works based on a Semiotic Framework inspired structure and the Design Principles for Affectibility; Section 5 concludes this article.

Background

In earlier days, computer use was limited to performing tasks that were well defined and most often spatially confined to individual offices. Current ubiquitous and immersive scenario demands new forms of interaction. More in line with contemporary needs is the concept of "enactive systems". According to Kaipainen et al. [START_REF] Kaipainen | Enactive systems and enactive media: embodied human-machine coupling beyond interfaces[END_REF], an enactive system does not assume traditional interfaces (i.e., one that uses graphical interface manipulated by traditional input devices such as mouse, keyboard and touchscreen), and do not follow patterns of goal-oriented interaction models and conscious human actions.

Enactive Systems come from the concept of enaction discussed by Varela et al. [START_REF] Varela | The embodied mind: Cognitive science and human experience[END_REF]. The premise is that interactions occur in an "embodied" waythat is, it is guided by the body's involvement and the human agent's spatial presence. Moreover, in these interactions, a conscious control of the system is not assumed to exist [START_REF] Kaipainen | Enactive systems and enactive media: embodied human-machine coupling beyond interfaces[END_REF]. In an enactive system, the system can pick up information (e.g., collect user data) during interaction and respond accordingly. The user then reacts to the system's response, generating new inputs to the system. This cycle goes on in a dynamic and nondeterministic way. Other concepts that characterize the enactive approach are: autonomy ('autopoiesis'), sensemaking, embodiment, and experience [START_REF] Thompson | Making sense of sense-making: Reflections on enactive and extended mind theories[END_REF].

Usually, enactive systems rely on findings from Artificial Intelligence and Affective Computing. In Affective Computing [START_REF] Maike | Designing natural user interfaces scenarios for all and for some: an analysis informed by organizational semiotics artifacts[END_REF], users' emotional responses are recognized in an automated way by computer systems and they are used to promote interaction improvements. This type of approach, based on objective information, can be considered as an "informational approach". In contrast to informational approaches, there are the "interactional approaches" [START_REF] Boehner | How emotion is made and measured[END_REF]. Such approaches seek to preserve the subjective nature of emotions. Boehner et al. [START_REF] Boehner | How emotion is made and measured[END_REF] argue that affective interactions are dynamic, culturally mediated and socially constructed experiences. That is, affection is a product of society. The values and culture of society are important in building meaning for affective states, affective behaviors, and words that denote such states and behaviors. On the one hand, purely informational approaches lose the richness of meanings and accuracy of actual emotions. On the other hand, purely interactive approaches can produce results that are considered too subjective or too specific for a certain group. We argue in favor of both approaches in enactive systems that are meant to be enacted within social groups. One possible way to get closer to this balance in enactive systems is to consider the Affectibility of the systems, while still counting on advances from Affective Computing and Artificial Intelligence.

The term Affectibility [START_REF] Hayashi | Designing for Affectibility: Principles and Guidelines[END_REF] is similar to the terms usability, learnability or playability in the sense that it is concerned with aspects that provide improved affective quality to interaction with computational systems or devices. While the principles for Affectibility might not be enough to guarantee users' satisfaction, they indicate elements that can be directed when aiming at enhanced quality in 'interactional' interfaces. The principles are summarized in Table 1. Examples can be found in [START_REF] Hayashi | Designing for Affectibility: Principles and Guidelines[END_REF].

PAf.3

Feeling of Identification and Appropriation with Personal Adjustments: the system should allow users to tailor the interface according to their preferences.

PAf.4

Connectedness in Collaborative Construction: the system should support collaborative construction.

PAf.5 Virtual Closeness and Social Awareness: the system should make the presence and affective responses of other users noted.

PAf.6

Setting the Mood with Varied Media and Modes of Interaction: the system should explore the use of different media (e.g. image, sound, and video) and modes (e.g. tangible, natural) of interaction.

Sensors and automatic recognition of emotions provide for enactive systems in terms of inputs for a system to be capable of responding to one user. A new generation of enactive systems should go beyond that; and the principles for Affectibility could address this need. This is one of the facets that shall compose the the socio-enactive [START_REF] Baranauskas | Sistemas Sócio-Enativos: Investigando Novas Dimensões no Design da Interação Mediada por Tecnologias de Informação e Comunicação[END_REF] concept. Socio-enactive systems shall not only transcend individual use by accommodating entire communities, but also it shall encompass dynamic, social and cultural aspects of interaction. The principles can be used both to evaluate an existing solution and guide the creation of new ones. In this article the principles are used to analyze and compare solutions from the literature review.

Entertaining Hospitalized Children

When exploring the literature we searched for investigations on computational technology for hospitalized children. Only articles that present a specific artefact were included. It was not in our scope: studies or evaluations of existing commercial applications; solutions directed to specific diseases (e.g., children with asthma) or the treatment or monitoring of health; and solutions in which children were not the patients (e.g., technology for children visiting the hospital). We searched for combinations of terms like "children", "hospital"/"hospitalized" and "interaction", "design" at the IEEE and ACM digital bases. Citations that appear in the resulting articles were also included.

The simplest solution is the robot CareRabbit [START_REF] Blom | Social connectedness through ICT and the influence on wellbeing: the case of the CareRabbit[END_REF]. The authors argue it is quick, easy and secure to implement. It is a device in the form of a white rabbit that receives and plays mp3 files. Family and friends can send messages, stories and music to children in hospitals via the CareRabbit. Orb [START_REF] Wadley | Exploring ambient technology for connecting hospitalised children with school and home[END_REF] is another object that, like the CareRabbit, allows one-way communication and was designed to have minimal functionality. Orb is a large light globe placed in a classroom in order to represent the child who is away at the hospital. From the hospital and using a laptop a child can control the color displayed by Orb, thereby suggesting the child's presence in the classroom. The child is free to choose the color, which may represent an affective response. Children at school are free to interpret the meaning of the color displayed. This communication served as a simple phatic connection between the classroom and the child [START_REF] Vetere | Inclusion during school absence: using ambient technology to create a classroom presence for hospitalised children[END_REF]. The authors of Orb further developed the idea and after conducting co-design workshops, they proposed an application for tablets. The Presence App [2324] shows colors as Orb does, but now in a two direction communication, as both classmates and the hospitalized child are able to send and receive colors. The colors are shown as "blobs" that move around the app's interface. The speed in which the "blobs" move indicate the amount of activity going on in the classroom (the higher the sound level in the classroom, the faster the "blobs" move). Moreover, the app allows photo exchange and it displays the schedule of the class.

In the category of tangible interactions, most of the solutions presented a mix of manipulation of an object and the visualization of video that are displayed in separate monitors. Zootopia is a system composed by a board game (map made of cardboard) with action figures and a monitor. The action figures are in the form of animals, and an avatar to represent the child. The child can freely move the avatar around the map and the avatar is embedded with RFID reader. The map has RFID tags and whenever the avatar is placed in one of them, a video starts playing at the monitor. The video is related to the corresponding animal placed in the map. The same authors of Zootopia also proposed Push Planet [START_REF] Akabane | Push Planet: a tangible interface design for hospitalized children[END_REF]. The last one keeps the idea of displaying videos of different animals; however, they make use of many props without the need of a cardboard base. These props include a stuffed planet (a soft ball covered with an atlas made of fabric), a wooden airplane to simulate flights around the planet, among other toys. They also rely on the RFID technology for interaction. The fabrics that cover the toys are removable and washable. Billow [START_REF] Rueb | Billow: networked hospital playspace for children[END_REF] is an older tangible proposal (from 1997) that is still relevant for today's settings. The child handles an object in the shape of an egg in order to control the images of clouds that are displayed on a monitor. The egg can command the clouds to play music. The egg has buttons, a microphone and it connects via radio to a local computer, placed under the child's bed. The egg can also be used to command the establishment of voice connection with a child from another room in the hospital.

For children who are not confined to a room and can walk around hospital's common areas, Huerga et al [START_REF] Huerga | Designing Play to Support Hospitalized Children[END_REF] have conducted two design play workshops, one for each game: Doctor Giggles and X-Safari. With Doctor Giggles, the image of an interactive operating room is displayed on a monitor and children can interact with its elements, like Xray machine, scissors, and syringe. These objects, however, have different uses in the game (e.g., syringe is a magic wand) and the objective is to make the character (a doctor) laugh. The authors asked children to create their own play characters using X-ray sheets. It is not clear how the characters were incorporated into the game. With the second game, X-Safari, children wear a glove device to hold the characters they create as in Dr. Giggles they create their play characters out of hospital supplies. With the glove device children control a character that is displayed in the monitor. One solution for playful communication system between child and parent is The Huggy Pajama [START_REF] Teh | Huggy pajama: a parent and child hugging communication system[END_REF]. This system is intended to allow parents to send hugs to their children. At one side, the parent hugs a doll. The doll, equipped with 12 sensors, senses the hug and transmits it to a wearable device. The wearable device consists of a pajama that changes color and that has 12 air actuating devices. The air actuating devices correspond to the 12 sensors in the doll. Air is pumped into the devices in a way that the pressure it exerts simulates the feeling of being hugged. The pajama has a flower pattern made of thermodynamic ink that is activated by conductive yarn. The changes in color indicate the distance the parent is from the child and the warmth contributes to the sensation of being hugged. Another proposal involving the idea of hugging is Huggable [START_REF] Stiehl | The huggable: a platform for research in robotic companions for pediatric care[END_REF]. Huggable is a robot developed at the MIT 1 . It is a teddy bear that can be operated remotely; it moves its joints (elbow, shoulder, etc.) and nods and tilts its head. Given a specific coordinate, which is transmitted via wireless communication, Huggable can look at specific directions. The joints of Huggable are flexible enough to allow not only its movements by command, but also to allow children to manually move the robot's arms and legs, as they would in a regular teddy bear. Moreover, Huggable has eyelids that can move and pupils that can vary in size. All these movements together provide Huggable with emotional expression and nonverbal communication skills. Capacitive touch and pressure sensors are spread throughout the body of the robot. The pressure sensors located in its paws are meant to let children express intensity of pain by pressing the paws in a harder or softer way. These sensors located at the bear's arms can be replaced by other sensors or parts. For example, in order to let children pretend that they are applying an injection to the bear a place for injection can be attached to the arm. Also, like in Push Planet [START_REF] Akabane | Push Planet: a tangible interface design for hospitalized children[END_REF] the fur is removable and washable. This was intended as an infection control mechanism at hospitals. Even though Huggable was designed based on medical staffs' suggestions, it stills needs further testing. Very similar to Huggable, there is Probo [START_REF] Saldien | On the design of the huggable robot Probo[END_REF]. Probo is also intended to be huggable. It looks like an elephant and it can also express emotions via its eyes, which can move and tilt. Probo's trunk, ears and mouth move to aid to the expression of emotions. The remote communication with family and friends takes place from Probo's belly, which has a touch screen interface. Probo is expected to make sounds, as a non-existing, affective language.

4

Literature Results through the Lens of a Semiotic Framework

Previous works have used the structure of the Semiotic Ladder with the purposes of organizing systems requirements [START_REF] Almeida | Um prospecto de sistemas colaborativos: modelos e frameworks[END_REF], and even of showing different focusses of a literature review [START_REF] Maike | Designing natural user interfaces scenarios for all and for some: an analysis informed by organizational semiotics artifacts[END_REF]. Similarly, we organized the discussion on the main issues related to the artefacts proposed for 'hospitalized children' in a Semiotic Framework inspired structure, with six layers: physical world, empirics, syntactics, semantics, pragmatics and social world. The physical world includes physical devicesmainly hardware or other objectsthat are used to build structures that represent something else (an animal, the sensation of being hugged, presence, etc.). Most of these devices are in the form of sensors that are set inside an object. Be it a toy, board game or wearable device, usually the interaction happens via a tangible object. Also relevant for the physical layerhowever not considered in the works retrievedare power supply issues: How the object of interaction will be powered? Are they adequate to the hospital environment in terms of not interfering on the functioning of other equipment, for instance? The concerns related to the empiric layer can also be related to the object of interaction: how many users can handle the object? Does the internet server or connection support this amount of information? How long does it take since the recognition from a given sensor takes place until a feedback is displayed? The information captured by sensors or other devices must be treated in a defined structure so that the system can use it. This structure is represented in the syntactic layer and it serves as basis for the semantic layer, informing possible ways to support meaning. The sense people make and the effective use of the solution (pragmatic layer) is the base for the social world: the changes in the daily life of stakeholders and the impacts in society. Based on this appropriation of the Semiotic Framework, we organized related works on digital technology for hospitalized children (Table 2).

Related work grouped by type of interaction device Robot [17][19]

Toy or object [START_REF] Blom | Social connectedness through ICT and the influence on wellbeing: the case of the CareRabbit[END_REF][23]

Wearable [20] Tangible [1][2][10][16] Tablet [24]

Social World

Design is aware of possible safety hazards in hospital environments

Design is aware of privacy issues and social presence

Pragmatics

Interactive robot that allows (emotional) communication Object transmits and plays mp3 files [START_REF] Blom | Social connectedness through ICT and the influence on wellbeing: the case of the CareRabbit[END_REF] or display colors [START_REF] Vetere | Inclusion during school absence: using ambient technology to create a classroom presence for hospitalised children[END_REF] for commun.

Connects parent and child by simulating hugs from distance.

Tangible props that are related to a movie play on separate monitor.

Communication between hospitalized child and classroom via mobile app.

Semantics

Representation of emotions by movements of robots' facial elements

Meaning depend mostly on the content of audio file

Connotation of pressure from pajama

Play involving toy animals [START_REF] Akabane | ZOOTOPIA: a tangible and accessible zoo for hospitalized children[END_REF] [2] or hospital elements [START_REF] Huerga | Designing Play to Support Hospitalized Children[END_REF] Free expression and interpretation using colors and photos

Syntactics

Speed and direction of movements of facial elements; toy's affordance; softness of material.

Personalized audio files played by object [START_REF] Blom | Social connectedness through ICT and the influence on wellbeing: the case of the CareRabbit[END_REF] or colors displayed [START_REF] Vetere | Inclusion during school absence: using ambient technology to create a classroom presence for hospitalised children[END_REF] Air inflation that makes pressure in the child who is wearing the pajama

Movement of objects activates video

Display of varied colors for two way communication

Empirics

Internet connection rate; computational capacity.

Internet connection rate.

Internet connection rate; computational capacity.

Response times

Internet connection rate. Tablet, Wi-Fi

Physical World

Animal

We used the Principles for Affectibility (PAff) as a method for comparing the technological solutions for children at hospitals regarding their way of implicit or explicitly addressing or evoking affective responses. For this analysis we observed whether the solutions complied with each principle or not. A higher amount of principles observed in a solution should be an indicator of good Affectibility. Table 3 shows this analysis. While most of them were preoccupied in adding varied media and modes of interaction, they did not explicitly involve collaborative construction (i.e.,a group of children constructing/learning with each other) nor explicitly displayed instances of child's particular social contexts/values. Enactive systems are based on pure "informational" data. A possible way to mingle "interactional" is by using PAff. Having a system that complies with all principles is a challenging goal and the development of the socio-enactive concept is a possible path towards that goal. [24]

Discussion

One aspect that all articles shown in previous sections have in common is their concern about soothing children's stay at hospitals. The goal is to provide relief, reduce stress and allow communication. However, this concern is rather isolated, aimed at a child, without considering its surroundings. For example, the communication supported by some of the solutions is usually one to one. At most, games are provided for group play. The concept of Socially Aware Design goes beyond considering more than one child. It is about being responsible in a broader sense, considering the society as a whole; worrying about how the technology can affect the community of users.

To focus on the development of the technology alone is a rather common practice, as the result of the analysis using Semiotic Framework indicated (Table 2). Notice that the row for 'Social World' has few items. In this row were considered only works that explicitly discussed social implications of the digital artefact. Most often, it is not due to lack of responsibility of developers, who do care about the wellbeing of users, that this happens. Usually, it is due to lack of resources or lack of awareness of the implications, or lack of an adequate design method. While the robots Huggable and Probo seem to represent the state of the art in terms of technology, Presence App [START_REF] Vetere | Inclusion during school absence: using ambient technology to create a classroom presence for hospitalised children[END_REF] presents relevant concerns regarding the community of users and their values. The analysis using the design principles for Affectibility corroborates this result, as PAf 4 (collaborative construction) is missing in all works. While X-Safari and Doctor Giggles allow more than one player, they do not actually promote collaborative construction as children simply happen to be together in the same room. Not only children interacting together at a given moment, but also children who have been at the hospital before could add to a global socio-enactive experience. None of the works presents characteristics that would make them enactive systems. They all act in deterministic ways. Solutions for children interaction in hospital settings could not only benefit from more natural activities from enactive systems, but also they could be improved if designed for social awareness (PAf. 5) and group constructions (PAf. 4). The product of interactions from groups of users, physically present or not, could allow collective creations, which in turn could be used as new inputs for the system. The continuation of this cycle has the potential of promoting more natural, meaningful and engaging interactions. Moreover, it is important to use methods that could elicit other possible problems of the Social World. Solutions based mainly on informational approaches are usually focused on the three base layers of the Semiotic Framework (physical world, empirics, and syntactic). Interactional ones are often more concerned with the top three layers, for which meanings, intentions and social impacts are main issues. Solutions for embodied interactions for children in hospitals can benefit from both the informational and interactional approaches to design for Affectibility. The informational methods can provide for systems that use automatic recognition via sensors and other devices; the interactional approaches can inform the design that is socially aware and aims for collective creations. The development of such artefacts, keeping in mind possible social impacts and principles for affectibility, is our current work.

Conclusion

The design of contemporary technology based in sensors and actuators needs a methodological approach that could value the ubiquitous nature of the technology on the one side and the capacity of the artefacts to evoking affective responses in people on the other side. This article presented how the Semiotic Framework and the Principles for Affectibility were used to organize and analyze related works on technology for hospitalized children. Results point to the potential of that theoretical referential in informing about the lacks in literature making clear the challenges towards research in socio-enactive systems [START_REF] Baranauskas | Sistemas Sócio-Enativos: Investigando Novas Dimensões no Design da Interação Mediada por Tecnologias de Informação e Comunicação[END_REF]. It is important that the design process be based on the awareness of possible social consequences that the technology might bring to the relation of users and their surrounding environment. We argue that the pervasiveness and ubiquity of systems should be further explored in systems towards the development of the concept of 'socio-enactive' systems. These systems should contribute to improved wellbeing for the children and communities in hospitalization contexts.

Table 1 .

 1 -Design Principles for Affectibility.

	Principle for Affectibility (PAf.)	Definition
		Free Interpretation and Communication of Affect: the system
	PAf.1	should provide ways for users to freely express and interpret feel-
		ings and emotions, avoiding sole automatic identification.
		Pride in Social Values and Local Culture: the system should reflect
	PAf.2	users' social context, including what users value and what are part
		of their culture.

Table 2 .

 2 -Main characteristics of related work organized in the layers of a Semiotic Framework structure.

Table 3 .

 3 -Design Principles for Affectibility in related work.

		Related work grouped by type of interaction device
	Design Principle for Affectibility	Robot	Toy or object	Weara-ble	Tangi-ble	Tablet
	PAf. 1 Free comm. of affect	[17]	[23]			[24]
	PAf. 2 Values and culture
	PAf. 3 Tailoring	[17]	[8]		[10]
	PAf. 4 Collaborative construction
	PAf. 5 Social Awareness		[23]	[20]		[24]
	PAf. 6 Media and modes	[17][19]	[8][23]	[20]	[1][2] [10][16]

http://web.mit.edu/

Acknowledgments. We would like to thank the financial support of CNPq (306272/2017-2); CAPES (1644511); and process grant # 2015/165280 and #2015/24300-9 from São Paulo Research Foundation (FAPESP).


Yu-Chun Pan
email: y.pan@uwl.ac.uk

Aimee Jacobs
email: ajacobs@csufresno.edu

Chekfoung Tan
email: chekfoung.tan@uwl.ac.uk

Sanaa Askool
email: saskool@dah.edu.sa

Extending Technology Acceptance Model for Proximity Mobile Payment via Organisational Semiotics

Keywords: Mobile Payment, Proximity Mobile Payment, Technology Acceptance Model, Organisational Semiotics, Semiotics, Adoption

The growth of mobile technologies and smartphones is reshaping the individual and organisational behaviour which affect the business environment. One of the key challenges of mobile payment is how to understand and manage user expectations and technology acceptance. Therefore, to better understand mobile payment use and acceptance, we need to analyse the factors and barriers that influence technology use. The investigation uses Technology Acceptance Model in conjunction with Organisational Semiotics, a socio-technical method of design, to overcome possible limitations addressed in research. This approach offers methods that can help to develop a research model for mobile payment use focusing on technical and social aspects.

Introduction

With the widespread of mobile devices and users' appetite for convenient and timely payment, the use of proximity mobile payment (m-payment) is expected to continue to grow. According to Statista [START_REF]Statista: Total revenue of global mobile payment market from 2015 to 2019[END_REF], the global revenue for proximity m-payment market is expected to reach 930 billion US dollars in 2018. However, according to WorldPay [START_REF]WorldPay Consumer Behaviour and Payments Report[END_REF], whilst 30% of customers have used mobile devices for contactless (tap and go) payment, 75% of customers prefer to use their credit or debit cards for contactless payment in the UK. Despite the growing use, the adoption of m-payment amongst smartphone users is still relatively low [START_REF]Contactless mobile payments (finally) gain momentum[END_REF]. Therefore, it is essential to further investigate the factors of adoption to identify the blocks as well as provide guidance to merchants on how to better encourage users to adopt m-payment.

The main contribution of this paper is the development of an extended Technology Acceptance Model (TAM) for m-payment focusing on both social and technical as-pects. This paper meets this aim by analysing the current research in technology acceptance and m-payment and proposing Organisational Semiotics (OS) as a suitable perspective to extend TAM.

Context and Motivation

Advances in technologies have introduced a wide range of features to mobile devices, which have changed user behaviours significantly. Since the early 1990s, m-payment systems have allowed people to use radio connection between their mobile devices and their mobile network providers to authorise financial transactions. M-payment is considered as a payment or economic exchange for good and/or services via mobile devices through a wireless network or communication technologies [START_REF] Liu | Competition, cooperation, and regulation: Understanding the evolution of the mobile payments technology ecosystem[END_REF]. However, such m-payment systems require mobile network coverage and might not always be available. Near Field Communication (NFC) allows a contactless short-range communication facilitating data transmission between mobile devices and payment terminals. With the support of NFC, proximity m-payment allows users with compatible mobile devices to use mpayment function via their mobile phones and portable devices for financial transactions when their devices and Point of Sale (POS) terminals are within a distance of 10 cm. Proximity m-payment eliminates the need for customers to carry and use cash [START_REF] Pham | The effects of product-related, personal-related factors and attractiveness of alternatives on consumer adoption of NFC-based mobile payments[END_REF] and offers convenience and speed [START_REF] Teo | The effects of convenience and speed in m-payment[END_REF].

Since the advent of m-payment, plenty of research has identified the factors of mpayment adoption, including perceived ease of use (PEOU) [START_REF] Kim | An empirical examination of factors influencing the intention to use mobile payment[END_REF][START_REF] Shin | Modeling the Interaction of Users and Mobile Payment System: Conceptual Framework[END_REF][START_REF] Koenig-Lewis | Enjoyment and social influence: predicting mobile payment adoption[END_REF], perceived usefulness (PU) [START_REF] Kim | An empirical examination of factors influencing the intention to use mobile payment[END_REF][START_REF] Koenig-Lewis | Enjoyment and social influence: predicting mobile payment adoption[END_REF], trust [START_REF] Shin | Modeling the Interaction of Users and Mobile Payment System: Conceptual Framework[END_REF][START_REF] Lu | Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective[END_REF], security and risks [START_REF] Arvidsson | Consumer attitudes on mobile payment servicesresults from a proof of concept test[END_REF], costs [START_REF] Hongxia | Drivers and barriers in the acceptance of mobile payment in China[END_REF][START_REF] Mallat | Exploring consumer adoption of mobile payments -A qualitative study[END_REF], privacy [START_REF] Slade | Mobile payment adoption: Classification and review of the extant literature[END_REF], use context [START_REF] Mallat | The impact of use context on mobile services acceptance: The case of mobile ticketing[END_REF], culture [START_REF] Alalwan | Adoption of Mobile Banking in Jordan: Exploring Demographic Differences on Customers' Perceptions[END_REF], and social influence [START_REF] Hongxia | Drivers and barriers in the acceptance of mobile payment in China[END_REF][START_REF] Alalwan | Adoption of Mobile Banking in Jordan: Exploring Demographic Differences on Customers' Perceptions[END_REF]. TAM and its extensions have been widely applied in m-payment adoption research, as they provide a framework to understand the variables influencing intention to use. However, despite the high adoption of smartphones, the adoption of m-payment is still relatively low [START_REF]Contactless mobile payments (finally) gain momentum[END_REF]. Previous research suggests that adoption is heavily influenced by technology itself as well as user perception of technology. Therefore, there is a need to further develop a framework that comprehensively investigates the adoption factors from a different perspective. OS provides a framework that bridges the gap between technology and people [START_REF] Stamper | Information Systems as a Social Science[END_REF], and it can be used to enhance the understanding of adoption factors. The following section introduces TAM and its extensions, as well as OS.

Theoretical Background

The aim of this section is to explore the various theoretical models proposed for technology use and adoption. Adoption models have roots in information systems (IS), psychology [START_REF] Fishbein | Belief, attitude, intention, and behavior : an introduction to theory and research[END_REF], and sociology [START_REF] Davis | Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology[END_REF][START_REF] Venkatesh | A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies[END_REF]. However, many researchers ignore the social cultural aspects. Davis [START_REF] Davis | Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology[END_REF] stated that group, cultural, or social aspects of decision making, and usage are not considered very much in technology acceptance research. This research intends to bridge this gap by investigating adoption through an OS lens. OS focuses on semiotic aspects to understand and analyse organisations as IS according to the use of signs, text and communication. The following sections provide background and context for this research through technology adoption, TAM model and extensions of TAM, and OS, respectively.

Technology Acceptance Model (TAM) and its Extensions

TAM is used as a predictive and explanatory tool for testing user acceptance of technologies with the aim of understanding the impact of external factors on internal beliefs, attitudes, and intentions. The basis of TAM comes from Theory of Reasonable Action (TRA), which suggests the actual behaviour is an outcome of their behavioural intentions to perform the behaviour. These behavioural intentions are constructed jointly by the user's attitude toward the behaviour and subjective norms [START_REF] Fishbein | Belief, attitude, intention, and behavior : an introduction to theory and research[END_REF]. TAM was extended to include the determents of Perceived Usefulness (PU) and Perceived Ease-Of Use (PEOU) as shown in Fig. 1. TAM theorises that the influence of external variables will determine PU and PEOU. PU is defined by Davis [START_REF] Davis | Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology[END_REF] as the probability the user's job performance will increase given use of a specific application. PEOU pertains to how effortless the new system will be for the user. These two determinants, PU and PEOU, influence a user's attitude toward using. Both TAM and TRA propose that usage is determined by behavioural intentions, however, TAM differs in that it views intentions as being jointly determined by the person's attitude toward using the system and perceived usefulness [START_REF] Davis | Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology[END_REF]. In a recent review [START_REF] Chhonker | Review of Technology Adoption frameworks in Mobile Commerce[END_REF] of adoption models, researchers found that most studies using TAM either used the original TAM constructs or extended TAM by adding new predictive constructs. Perceived risks are a construct that has been proven [START_REF] Zimmer | Investigating online information disclosure: Effects of information relevance, trust and risk[END_REF] to show relevance in adoption of new technologies.

Perceived Risks (PR).

Perceived risks include two dimensions: the level of uncertainty (the likelihood of certain events happening) and the seriousness of impacts shall the events occur [START_REF] Bauer | Consumer Behavior as Risk Taking. In: Risk Taking and Information Handling in Consumer Behavior[END_REF]. Before adopting new technologies, people assess the two dimensions of potential risks to determine whether they are willing to take the risks as part of their decision-making process [START_REF] Featherman | Predicting e-services adoption: a perceived risk facets perspective[END_REF]. Such potential risks could include technology and information security, privacy, financial loss and so on [START_REF] Bauer | Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study[END_REF][START_REF] Cheng | Adoption of internet banking: An empirical study in Hong Kong[END_REF]. Technology and information security has a strong influence on user intention to adopt technologies facilitating monetary transactions [START_REF] Cheng | Adoption of internet banking: An empirical study in Hong Kong[END_REF]. Other researchers have identified several dimensions of the perceived risk in online shopping field. Zheng et al. [START_REF] Zheng | CHINESE CONSUMER PERCEIVED RISK AND RISK RELIEVERS IN E-SHOPPING FOR CLOTHING[END_REF] propose five dimensions: financial risk, performance risk, social risk, psychological risk, and physical risk, whereas Dai et al. [START_REF] Dai | THE IMPACT OF ONLINE SHOPPING EXPERIENCE ON RISK PERCEPTIONS AND ONLINE PURCHASE INTENTIONS: DOES PRODUCT CATEGORY MATTER[END_REF] identify three dimensions product, financial and privacy risks.

Limitations of TAM.

Bagozzi [START_REF] Bauer | Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study[END_REF] suggests that one model cannot fully explain decisions and behaviours across various technologies and adoption situations causing researchers to overlook essential determinants of decisions and action in favour of using the simplistic TAM model. TAM is further criticised for its focus on the individual user ignoring the social process of IS development and implementation and social consequences [START_REF] Bagozzi | The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift[END_REF]. Additionally, TAM focuses on technology use, which takes away from the purpose and benefits that are trying to be achieved. Therefore, decision makers focus on the adoption of technology rather than focusing on behaviour or the combination. TAM and other associated models of technology acceptance have been questioned [START_REF] Bagozzi | The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift[END_REF][START_REF] Benbasat | Quo vadis TAM?[END_REF][START_REF] Yousafzai | Technology acceptance: a meta-analysis of the TAM: Part 1[END_REF][START_REF] Venkatesh | Dead Or Alive? The Development, Trajectory And Future Of Technology Adoption Research[END_REF]. Since they do not explain why such groups of the population are more likely to adopt a technology and other groups in a population are less so, regardless of sharing similar individual characteristics; therefore, TAM could not validate across all cultures. For example, TAM was found to be valid for both the United States and Switzerland, but not for Japan due to cultural differences [START_REF] Straub | Testing the technology acceptance model across cultures: A three country study[END_REF]. The impact of uncertainty avoidance was reported as the reason for the difference among participants; Japanese were classified to be high on uncertainty avoidance, and accordingly, they were less eager to adopt a new technology [START_REF] Straub | Testing the technology acceptance model across cultures: A three country study[END_REF]. This research proposes the use of OS to addresses these limitations of the TAM model. OS permits a norm analysis of an organisation's socio-technical components thus identifying the salient factors for adoption of m-payment. The following section introduces OS and its methods.

Organisational Semiotics (OS)

OS applies concepts and methods of semiotics in studying an organisation [START_REF] Liu | Semiotics in Information System Engineering[END_REF]. Semiotics is the study of signs [START_REF] Peirce | Collected Papers of Charles Sanders Peirce: Pragmaticisms and Pragnoaticism, Scientific Metaphysics[END_REF]. A sign can either be an object, an index or a symbol. An object is a sign that conveys message, an index signifies meaning derived by repeated observation, and a symbol refers to a sign associating with norms or rules [START_REF] Stamper | Towards a Theory of Information: Information: Mystical Fluid or a Subject for Scientific Enquiry?[END_REF]. An organisation is hence understood as an IS where signs are considered as information.

Scholars [START_REF] Al-Rajhi | A Conceptual Model for Acceptance of Information Systems: An Organizational Semiotic Perspective[END_REF] have applied OS in extending the behavioural factors in TAM. Semiotics ladder is an OS framework that studies social and technical aspects of an IS [START_REF] Stamper | Organisational Semiotics: Informatics without the computer?[END_REF]. In this research, the IS refers to the m-payment system. The technical aspect consists of three layers: physical layer identifies the physical carrier of storing and processing information such as the mobile devices and servers that host the mobile payment application, empirical layer refers to the way signs are transmitted such as the network technology and communication protocol, and syntactic layer relates to the sign structure and in this case, it is the design of the mobile payment application. The social aspect consists of three layers: semantic layer, describes the meaning of signs which in this case how information of the mobile payment system being perceived by the users, pragmatic layer studies how users perceive signs such as studying users' intention in using the mobile payment system, and social layer examines the interpretation of signs where new knowledge is created, for example, if users acknowledge the benefits of using the mobile payment system outweigh the costs (including sacrifice of privacy), this would prompt them in using the system. In OS, a norm "is more like a field of force that makes the members of a community tend to behave or think in a certain way" [START_REF] Stamper | Organisational Semiotics: Informatics without the computer?[END_REF]. The users' behaviour can then be studied through norms [START_REF] Al-Rajhi | A Conceptual Model for Acceptance of Information Systems: An Organizational Semiotic Perspective[END_REF]. In an organisation, norms are seen as all types of signs [START_REF] Stamper | Information Systems as a Social Science[END_REF]. A sign can be an object, or an effect produced by an object that conveys information. Norms impact on how a user behaves that leads to perform certain actions, which will generate more signs that leads to subsequent actions. Stamper [START_REF] Stamper | Organisational Semiotics: Informatics without the computer?[END_REF] proposes the Organisational Containment Analysis (OCA) to analyse norms of an organisation. OCA consists of three layers: informal, formal and technical. The informal layer refers to organisational culture, customs and values that are reflected as beliefs, habits and patterns of members within the organisation. These norms are part of the culture in the organisation, so they are usually being applied informally. The formal layer denotes the rules and bureaucracy to perform the organisational activities. The technical layer automates the norms captured in the informal and formal layer.

OS Perspective to TAM for Mobile Payment

According to Bagozzi [START_REF] Bagozzi | The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift[END_REF], the social aspect is a gap in TAM research because while sometimes we seem to be acting in isolation, spontaneously, deliberatively, or in response to social pressure, we typically act interpersonally, or as agents of organisations, or collectively. Therefore, we adopt OS to analyse the acceptance of m-payment. The OS analysis of m-payment can be categorised into six distinctive layers (Fig. 2). The analysis identifies the requirements for m-payment adoption in the human information functions and the IT platform respectively. This analysis may provide the foundation for m-payment adoption development. The OCA helps to identify socio-technical factors that contribute to adoption of m-payment. Based on previous research in technology adoption and OS, we integrate the OS Ladder and OCA (Fig. 2) to propose a conceptual model for understanding m-payment acceptance (Fig. 3). The model can be explained as follows: m-payment acceptance can be evaluated in three levels, technical (technology characteristics), formal (organizational antecedents), and informal (external environment). These three levels affect the intention to use and adopt m-payment. The advantages obtained by using m-payment will either positively or negatively influence user acceptance. Factors that contribute to the adoption of m-payment include speed and convenience through contactless payments [START_REF] Teo | The effects of convenience and speed in m-payment[END_REF], which can be considered as PEOU, PU and intent to use in the informal layer. The level of perceived risks of a technology could affect the level of technology use and acceptance; where risk is perceived to be high, adopters would be less willing to adopt the technology [START_REF] Shoemaker | Behavioral Changes in the Trial of New Products[END_REF]. Lwin et al. [START_REF] Lwin | Consumer online privacy concerns and responses: a power-responsibility equilibrium perspective[END_REF] concluded that consumers' concerns about security risk are one of the key factors for electronic services adoption. In the context of m-payment, users might be concerned with risks related to privacy, personal data and, transactions [START_REF] Bauer | Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study[END_REF]. Therefore, whether users feel comfortable using m-payment due to security, privacy and risk concerns form key informal norms. Additionally, difficulties that users may face due to security measurements/verification and the fears that companies have not taken adequate steps to reduce transaction risks could also negatively affect transaction intentions. The findings also identify the formal factors of costs, context of use, customers' perceived risks of privacy, personal data & transactions which should be lessened by an organisation's regulations and policies to reduce these risks. Although perceived risks and security are informal norms, the formal policies and regulations can influence users' perception of risks and security. Therefore, the service agreements provided by m-payment service providers, e.g. Google and Apple, play a key role. Technology and information security has a strong influence on user intention to adopt technologies facilitating monetary transactions [START_REF] Cheng | Adoption of internet banking: An empirical study in Hong Kong[END_REF]. Hence, the relevant regulations set by authorities to prevent users' financial loss form the formal norms for m-payment. Other formal factors also include costs, security and privacy policies, risk management policies, availability of assistance for online and mobile service.

OCA

Mobile transactions are conducted with the following technical factors; mobile devices, along with mobile technology, radio connections and wireless telecommunications. NFC and payment terminals such as POS terminals and m-payment applications are all necessary for m-payment use. Also, technologies to help ensure privacy and security should be carefully thought out. For customers to adopt m-payment all these socio-technical factors should be considered by organisations that want to implement an m-payment service. Moreover, Suh and Han [START_REF] Suh | The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce[END_REF] indicate that consumers who want to buy products or services online have concerns about security due to the vulnerabilities of website forms. Accordingly, several factors such as protection, encryption, verification, and authentication should be the antecedent of perceived security [START_REF] Chellappa | Perceived information security, financial liability and consumer trust in electronic commerce transactions[END_REF].

5

Discussion & Conclusion M-payment system has empowered the digital transformation of business and has been adopted by several industries. Although this new paying method shows several advantages when compared with traditional ways, consumers have been slow to adopt. TAM has been used as a suitable user acceptance model to understand technology adoption, however, several gaps were reported such as a gap in linking technical and social factors. Therefore, the purpose of this paper is to address a TAM gap with OS as it provides a structural approach in studying organisational norms through individual behaviour. OS as a theoretical lens to examine the factors that affect adoption in technical and social levels was used to extend TAM. The OS Ladder and OCA were used to analyse the factors that influence the adoption of mobile payment. This analysis indicates that the socio-technical factors can be considered either as enablers or inhibiters. It was found that m-payment adoption can produce the benefits of enhanced speed and convenience through contactless payments. Inhibitors may include level of perceived risks, namely risks related to security, privacy, personal data and, transactions. Other formal factors also include costs, security and privacy policies, risk management policies, availability of personal assistance for online and mobile service. Additionally, several factors such as protection, encryption, verification, and authentication should be the antecedent of perceived security in the technical layer. These factors were then used to extend TAM. The proposed conceptual model (Fig. 3) with supporting OS ladder and OCA (Fig. 2) serves as a backbone methodology for organisations who would like to implement m-payment for their customers. The research model provides a useful framework for organisations wanting to develop the infrastructure for m-payment transactions. This research enables organisations to consider the social perspective of the adoption factor in m-payment that should be taken into consideration when planning to implement such a system.

A limitation, however, is that the research framework is based on literature review without empirical studies. However, the proposed model presents the relationships between the technical and social challenges of m-payment. Future investigation will look into alternatives to OS as an extension to TAM for m-payment adoption, for example, Everitt Rogers's Technology Adoption Lifecycle. Further research can be applied to test the internal and external validity of the theoretical propositions by collecting empirical data from consumers.

In conclusion, this paper focused on the extension of TAM based on OS. The analysis highlights the requirements through the six layers in OS framework focusing on semantic, pragmatic and social aspects of m-payment without disregarding the social characteristics.

Fig. 1 .

 1 Fig. 1. Original Technology Acceptance Model (TAM)

Fig. 2 .

 2 Fig. 2. Organisational Semiotics Framework (OSF) with Organisational Containment Analysis (OCA) for M-Payment

Fig. 3 .

 3 Fig. 3. Conceptual Model for Understanding M-Payment Acceptance