Relationship between feedback in Information Processing and Online Shopping

Abstract

Waiting time during screen transitions in online shopping occurs when users expect immediate responses to their actions, which affects their evaluation of the purchasing experience. This research aims to clarify how processing speed and visual feedback presented during waiting time influence the purchasing experience. This research examined waiting time in online shopping by manipulating processing speed and the presentation of visual feedback during waiting. Users’ behavioral tendencies were classified as either exploratory or linear, and evaluations of the purchasing experience were compared between these groups. The results indicated that the factors affecting purchasing experience evaluations vary by behavioral tendency. For users with exploratory behavior, visual feedback showing progress during waiting led to more positive evaluations, even when processing speed was the same. For users with linear behavior, processing speed itself had a stronger effect on purchasing experience evaluations, even when visual predictability was provided. The sense of predictability regarding waiting time was found to depend on several factors, including the ability to understand the endpoint or remaining time and the perception that processing is ongoing. These findings indicate that information presentation for waiting time in online shopping should not be uniform; instead, optimization of processing speed and the use of visual feedback should be tailored to users’ behavioral tendencies.

Keywords: Waiting Time, Visual Feedback, Online Shopping, CX

DOI: 10.54941/ahfe1007753