Break the flow: the impact of interruptions on users’ decision efficiency in mobile shopping

IF 3.7 4区 管理学 Q2 BUSINESS Electronic Commerce Research Pub Date : 2024-02-19 DOI:10.1007/s10660-023-09800-7
Xue Yang, Cheng Luo, Mengyue Yan
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Abstract

The proliferation of mobile devices has made mobile shopping extremely popular among the digital natives. Due to the multitasking nature of mobile devices, users are often disturbed by various interruptions, such as incoming calls, SMSs and APP notifications. Prior studies suggest that interruptions likely affect users’ shopping experience and decision-making, but they find inconclusive results regarding how interruptions influence users’ behavior. Based on the flow theory and prior research on human–computer interaction, this study focuses on the interplay between the design of interruptions and human–computer interaction mode, and examines the effects of interruptions on users’ decision efficiency in a mobile shopping context. Three laboratory experiments were conducted to verify the research hypotheses. The results show that interruptions improve users’ decision efficiency and satisfaction when their content is irrelevant to users’ shopping task. When the content of interruptions is relevant to users’ shopping task, the interruptions reduce users’ decision efficiency. Furthermore, the interruptions reduce (improve) users’ decision efficiency when users browsed the mobile interface in a horizontal (vertical) manner. In general, this study makes one of the early attempts to investigate the effects of interruptions on users’ mobile shopping behavior and provides practical guidance for practitioners to design effective mobile marketing campaigns.

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打破流程:中断对用户移动购物决策效率的影响
移动设备的普及使移动购物在数字原住民中极为流行。由于移动设备的多任务特性,用户经常会受到来电、短信和 APP 通知等各种干扰。先前的研究表明,干扰可能会影响用户的购物体验和决策,但对于干扰如何影响用户的行为却没有定论。本研究基于人机交互的流动理论和先前的研究,重点研究中断设计与人机交互模式之间的相互作用,并探讨在移动购物情境下中断对用户决策效率的影响。为了验证研究假设,我们进行了三次实验室实验。结果表明,当中断内容与用户的购物任务无关时,中断会提高用户的决策效率和满意度。当中断的内容与用户的购物任务相关时,中断会降低用户的决策效率。此外,当用户以水平(垂直)方式浏览移动界面时,中断会降低(提高)用户的决策效率。总之,本研究是研究中断对用户移动购物行为影响的早期尝试之一,为从业者设计有效的移动营销活动提供了实用指导。
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来源期刊
CiteScore
7.50
自引率
12.80%
发文量
99
期刊介绍: The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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