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The impact of task framing and viewing timing on user website perceptions and viewing behavior.pdf
Int. J. Human-Computer Studies 71 (2013) 1089–1102
Contents lists available at ScienceDirect
Int. J. Human-Computer Studies
journal homepage: /locate/ijhcs
The impact of task framing and viewing timing on user website perceptions and viewing behavior$
Dianne Cyr a,n, Milena Head b,1
a Beedie School of Business, Simon Fraser University, Central City Tower, 250 - 13450 102nd Avenue, Surrey, BC, Canada V3T 0A3 b DeGroote School of Business, McMaster University, 1280 Main Street West, Hamilton, Ontario, Canada L8S 4M4
article info
Article history: Received 30 August 2012 Received in revised form 20 August 2013 Accepted 28 August 2013 Communicated by E. Motta Available online 13 September 2013
Keywords: Hedonic Utilitarian Task framing Website viewing time Eye-tracking
abstract
It is generally recognized that online shopping has both utilitarian as well as hedonic components. The primary focus of this investigation is to examine task framing (either utilitarian or hedonic) and length of viewing time (unlimited or 5 s) as conditions that in?uence user website perceptions and viewing behavior. Whether a task is framed as either hedonic or utilitarian received limited support. However, viewing time does make a difference and unconstrained viewing versus 5 s of viewing time results in higher levels of perceived involvement, enjoyment, trust, and effectiveness. In addition, eye-tracking results indicate that users tend to focus more on hedonic zones versus utilitarian zones (i.e. exhibit higher number of ?xations and longer viewing times). Interview data provide additional support and insights. In sum, these ?ndings contribute to understanding the complex and dynamic perceptions of online shoppers.
2013 Elsevier Ltd. All rights reserved.
1. Introduction
Online retail shopping is recognized to encompass both utilitarian and hedonic components (Babin et al., 1994; Childers et al., 2001; Kim et al., 2007; Sun and Zhang, 2006; Tractinsky, 2004; Voss et al., 2003; Zhang and Li, 2
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