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Making the time shorter : How Temporal and Distractor Cues Affect the Perceived Waiting Time in Online Environment

Shchytko, Yulia (2018) Making the time shorter : How Temporal and Distractor Cues Affect the Perceived Waiting Time in Online Environment.

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Abstract:In last years, there is a tendency among consumers to order food online. Subsequently, the food will be delivered to the consumers’ place of choice. As a result, buyers are confronted with a waiting process in the online environment. Therefore, it is important for restaurants and delivery services to improve their online waiting experience for their customers. One of the most effective strategies to do this is to present users different forms of temporal and distractor cues on the webpage. These can make waiting experiences more enjoyable and reduce the perception of waiting time. Consequently, a laboratory experiment of 243 participants was set up, with a purpose to examine whether the different types of temporal- and distractor stimuli materials on web pages influence customers’ waiting experience. Temporal- (i.e., progress bar) and distractor (i.e., animated graphics) information were combined on the website loading page to investigate whether they affect the users’ waiting experience and general opinion about the website quality. A ‘3x3 between-subject’ design was used to examine the influence of temporal and distractor materials on customers’ waiting experience factors (‘perceived quality’, ‘focused immersion’, ‘temporal dissociation’, ‘heightened enjoyment’, ‘perceived waiting time’, ‘user satisfaction’, and intention to use the website’).
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74561
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