Valuing time: Moderate download times can improve online goal pursuit
Anne Laure Sellier, Amitava Chattopadhyay
Journal of Consumer Psychology · 2009 · Volume 19 · Issue 2
DOI: 10.1016/j.jcps.2009.02.014
Abstract
This research examines how the length of time for which a goal is interrupted affects goal pursuit, in an online context. Goal interruption duration in the form of long download time duration has been identified as a significant impediment to electronic commerce. It is believed that a faster download time isalwaysbetter to motivate web users to keep surfing. We challenge this belief. In three studies, we find that, under certain circumstances,longerrather than shorter download times motivate web users to keep surfing longer. The counterintuitive pattern of effects can be explained by web users' fit experiences (Higgins, 2000) while surfing. In particular, our findings suggest that when online surfing “feels right”, web users think that online informationisright.
Keywords
Time perception, Motivation, E-commerce, Information search, Self regulation, Regulatory fit
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