The effect of the perceived delay while viewing a webpage on the attitude toward the information on the webpage

Abstract

In this study, we investigated the effect of experiencing a delay while viewing a webpage on the viewers' attitudes toward the information provided on the webpage. In the world of the Internet, not all viewers of a webpage are highly motivated to seek information. Many are less motivated and are thus susceptible to peripheral cues such as experienced delays while they view a webpage. Participants were requested to view a fictitious webpage about oral contraceptives (OC) and to rate their attitudes regarding the use of OC. Half the participants experienced a time lag while viewing the webpage, whereas the other half viewed the webpage without the time lag. Results indicated that although the delay did not influence the participants' attitudes toward the use of OC, participants' perception of the delay negatively affected the participants'attitudes toward the use of OC. Moreover, a mediation analysis revealed that the effect of the perception of the fluency on participants' attitudes was mediated by the perceived benefits of OC. A possible underlying mechanism, experienced fluency of information processing, was discussed.