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How do interruptions affect user contributions on social commerce?

Journal article
Authors Yixin Zhang
Libo Liu
Shuk Ying Ho
Published in Information Systems Journal
ISSN 1350-1917
Publication year 2019
Published at Department of Applied Information Technology (GU)
Language en
Keywords human computer interaction, infinite scrolling, interface design, interruption, pagination, user contributions
Subject categories Human Computer Interaction, Information technology, Human Aspects of ICT


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 these effects. The theoretical and practical contributions of our study are discussed.

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