To Switch or Not? Effects of Spokes-character Urgency During the Social App Loading Process and App Type on User Switching Intention

Overview

Journal Front Psychol

Date 2023 Jun 29

PMID 37384167

Authors

Ning Zhang

Hsin-Li Hu

Scarlet H Tso

Chunqun Liu

Affiliations

Soon will be listed here.

Abstract

Users of mobile phone applications (apps) often have to wait for the pages of apps to load, a process that substantially affects user experience. Based on the Attentional Gate Model and Emotional Contagion Theory, this paper explores the effects of the urgency expressed by a spokes-character's movement in the loading page of a social app the app type on users' switching intention through two studies. In Study 1 ( = 173), the results demonstrated that for a hedonic-orientated app, a high-urgency (vs. low-urgency) spokes-character resulted in a lower switching intention, whereas the opposite occurred for a utilitarian-orientated app. We adopted a similar methodology in Study 2 ( = 182) and the results showed that perceived waiting time mediated the interaction effect demonstrated in Study 1. Specifically, for the hedonic-orientated (vs. utilitarian-orientated) social app, the high-urgency (vs. low-urgency) spokes-character made participants estimate a shorter perceived waiting time, which induces a lower user switching intention. This paper contributes to the literature on emotion, spokes-characters, and human-computer interaction, which extends an enhanced understanding of users' perception during loading process and informs the design of spokes-characters for the loading pages of apps.

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