Skip to Main content Skip to Navigation
Journal articles

Valuing time: Moderate download times can improve online goal pursuit

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 is always better to motivate web users to keep surfing. We challenge this belief. In three studies, we find that, under certain circumstances, longer rather 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 information is right.
Document type :
Journal articles
Complete list of metadatas

https://hal-hec.archives-ouvertes.fr/hal-00668719
Contributor : Antoine Haldemann <>
Submitted on : Friday, February 10, 2012 - 11:30:38 AM
Last modification on : Tuesday, August 13, 2019 - 11:00:07 AM

Identifiers

Collections

Citation

Anne-Laure Sellier, Amitava Chattopadhyay. Valuing time: Moderate download times can improve online goal pursuit. Journal of Consumer Psychology, Elsevier, 2009, vol. 19, issue 2, p. 236-245. ⟨10.1016/j.jcps.2009.02.014⟩. ⟨hal-00668719⟩

Share

Metrics

Record views

337