How do interruptions affect user contributions on social commerce?
Yixin Zhang, Libo Liu, Shuk Ying Ho
Information Systems Journal: an international journal promoting the study and practice of information systems | Wiley | Published : 2020
Social commerce is an extension of e‐commerce, in which social media is leveraged to promote user contributions. Our study asks how interruptions in relation to interface design influence two types of user contributions: creating shared content and appreciating others' content. We use two interface designs, pagination and infinite scrolling, to manipulate the extent of interruptions to social commerce users. On the basis of the capacity theory of attention, we develop five hypotheses. We empirically test our model using a lab experiment and a field study to show that interruptions reduce users' content appreciation but increase their content creation and that user characteristics moderate th..View full abstract