Managing online wait: Designing effective waiting screens across cultures

We investigate how to effectively manage online wait using a waiting screen with progress cues in different cultures. A research model is developed based on uncertainty reduction model, resource allocation model, color psychology, and Hofstede’s cultural model. Two controlled lab experiments (n=269...

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Bibliographic Details
Published in:Information & management 2018-07, Vol.55 (5), p.558-575
Main Authors: Chen, Andrew N.K., Lee, Younghwa, Hwang, Yujong
Format: Article
Language:English
Subjects:
Background color
Culture
Hedonic valence
Online wait
Perceived waiting time
Time affordance
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Summary:We investigate how to effectively manage online wait using a waiting screen with progress cues in different cultures. A research model is developed based on uncertainty reduction model, resource allocation model, color psychology, and Hofstede’s cultural model. Two controlled lab experiments (n=269 subjects each) were conducted in U.S. and Taiwan. We found that high hedonic valence and high time affordance were more effective to induce greater enjoyment and less uncertainty respectively, resulting in shorter perceived waiting time. We also found the significant background color effect and interaction effects between culture and progress cue design.
ISSN:0378-7206
1872-7530
DOI:10.1016/j.im.2017.12.001