Abstract
When a Web site image takes a long time to load onto our computer screens, the anticipation during the wait may be physiologically arousing and, in turn, have consequences for our subsequent browsing activity. This study explores such a possibility by investigating the excitatory and behavioral effects of download speed in Web-based online communication. Results from a betweenparticipants experiment indicate that individuals exposed to a slow-loading image experience a significantly higher rise in their skin conductance levels compared to those exposed to a fast-loading version of the same image. Moreover, excitation transfer of residual arousal from a slow-loading image serves to intensify physiological as well as behavioral responses to subsequent online stimuli. Two follow-up experiments further clarify the mediating role of arousal in influencing browsing behavior and highlight the importance of considering image/content arousability while inferring the effects of download speed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
