In this study, the purpose is to measure how much the response time affect the effectiveness and usability of the user on e-commerce pages, and to evaluate whether displaying a loading symbol affects the user's opinion positively or negatively. This study is based on three theories, Nielsen's (2010) theory of how response time affect users effectiveness, Galetta et al. (2004) theory of how response time affect users' attitude towards the side and Hong et al.'s (2013) theory if users' perception of the response time is influenced by displaying a symbol while loading. The empirical method used to collect the data is two different quantitative methods. The data that form the basis of the study has been collected by allowing users to carry out test purchases via an e-commerce site and via a survey that was shown at the end of the purchase. A total of 126 users chose to start the test, of which 96 chose to complete the test purchase and responded to the survey. The users were divided into six different groups, each group receiving a fixed delay assigned as constant throughout the test purchase. The fixed delays assigned to the different groups were 0 ms, 2000 ms, 4000 ms, 6000 ms, 8000 ms, 10 000 ms and 12 000 ms. The result found in the study is that all three theories could be validated using the empirical study that was used. The conclusion that can be drawn is the user's efficiency decreases as response time increase. The users' attitude towards the side decreases as response time increase. The loading symbol has a positive impact on users regarding long response time, as it has a negative impact on those users with short response time. The breaking point where the majority of users' efficiency dropped, the negative attitude increased and the loading symbols had the greatest impact occurred at 6000 ms delay.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:miun-32752 |
| Date | January 2017 |
| Creators | Ekström Liljendahl, Niklas |
| Publisher | Mittuniversitetet, Avdelningen för data- och systemvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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