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Break the flow: the impact of interruptions on users’ decision efficiency in mobile shopping

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Abstract

The proliferation of mobile devices has made mobile shopping extremely popular among the digital natives. Due to the multitasking nature of mobile devices, users are often disturbed by various interruptions, such as incoming calls, SMSs and APP notifications. Prior studies suggest that interruptions likely affect users’ shopping experience and decision-making, but they find inconclusive results regarding how interruptions influence users’ behavior. Based on the flow theory and prior research on human–computer interaction, this study focuses on the interplay between the design of interruptions and human–computer interaction mode, and examines the effects of interruptions on users’ decision efficiency in a mobile shopping context. Three laboratory experiments were conducted to verify the research hypotheses. The results show that interruptions improve users’ decision efficiency and satisfaction when their content is irrelevant to users’ shopping task. When the content of interruptions is relevant to users’ shopping task, the interruptions reduce users’ decision efficiency. Furthermore, the interruptions reduce (improve) users’ decision efficiency when users browsed the mobile interface in a horizontal (vertical) manner. In general, this study makes one of the early attempts to investigate the effects of interruptions on users’ mobile shopping behavior and provides practical guidance for practitioners to design effective mobile marketing campaigns.

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Funding

This study is supported by National Natural Science Foundation of China (72272075, 71872086, 72372112), Nanjing University Special Program for Middle and Long Term Outstanding Research in New Era Humanities and Social Sciences (14914220) and Laboratory of Computation and Analytics of Complex Management Systems(CACMS), Tianjin University.

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Authors and Affiliations

  1. Department of Marketing and Electronic Business, Business School, Nanjing University, Nanjing, 210098, Jiangsu, China

    Xue Yang & Mengyue Yan

  2. College of Management and Economics, Tianjin University, Tianjin, 300072, China

    Cheng Luo

  3. Laboratory of Computation and Analytics of Complex Management Systems (CACMS), Tianjin University, Tianjin, 300072, China

    Cheng Luo

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  1. Xue Yang
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  2. Cheng Luo
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  3. Mengyue Yan
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Correspondence to Xue Yang or Cheng Luo.

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Yang, X., Luo, C. & Yan, M. Break the flow: the impact of interruptions on users’ decision efficiency in mobile shopping. Electron Commer Res (2024). https://doi.org/10.1007/s10660-023-09800-7

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