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    Can Online Wait Be Managed? The Effect of Filler Interfaces and Presentation Modes on Perceived Waiting Time Online

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    ChenA_MISQ_36(2)365.pdf (845.4Kb)
    Issue Date
    2012
    Author
    Lee, Younghwa
    Chen, Andrew N. K.
    Ilie, Virginia
    Publisher
    MIS Quarterly
    Type
    Article
    Article Version
    Scholarly/refereed, publisher version
    Metadata
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    Abstract
    Long waits online undermine users’ evaluations of Web sites and their providers, triggering abandonment behaviors. Yet e-business researchers and practitioners have not perfected mechanisms to respond to online wait issues. A filler interface that runs during the wait for search results may influence online users’ perceived waiting time (PWT); however, no scientific investigation has attempted to design effective filler interfaces for managing online waits. By adopting resource allocation theory, cognitive absorption theory, and human computer interaction (HCI) theories (competition for attention, visual search, and motion effect), we design diverse filler interfaces and investigate their effects on antecedents of PWT. The proposed research model considers cognitive absorption factors such as temporal dissociation, focused immersion, and heightened enjoyment as antecedents of PWT, which in turn triggers three outcomes: affective appraisals, cognitive appraisals, and Web site use intention. A multistage, multimethod approach is used to test the research hypotheses. In the first stage, we compare a filler interface condition with a no-filler interface condition, and find the superiority of a filler interface with respect to inducing focused immersion and temporal dissociation. In the second stage, we conduct two controlled experiments to examine whether filler interfaces with various designs (varying the presence and relevance of image, text, and image motion) distinctly influence antecedents of PWT and confirm their distinctive effects on focused immersion, temporal dissociation, and heightened enjoyment. In addition, by conducting a structural equation modeling analysis, we find that our research model explains 51 percent, 51 percent, 44 percent, and 45 percent of the variance in PWT, affective appraisals, cognitive appraisals, and Web site use intention respectively. Theoretical and practical implications of these findings are provided.
    Description
    This is the published version. Copyright 2012 MIS Quarterly.
    URI
    http://hdl.handle.net/1808/17553
    Collections
    • School of Business Scholarly Works [212]
    Citation
    Lee, Younghwa, Andrew NK Chen, and Virginia Ilie. "Can Online Wait Be Managed? The Effect of Filler Interfaces and Presentation Modes on Perceived Waiting Time Online." MIS Quarterly 36.2 (2012): 365-94. Web. 29 Apr. 2015.

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    KU Libraries
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    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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