To switch or not? Effects of spokes-character urgency during the social app loading process and app type on user switching intention.

Users of mobile phone applications (apps) often have to wait for the pages of apps to load, a process that substantially affects user experience. Based on the Attentional Gate Model and Emotional Contagion Theory, this paper explores the effects of the urgency expressed by a spokes-character's movement in the loading page of a social app the app type on users' switching intention through two studies. In Study 1 (N = 173), the results demonstrated that for a hedonic-orientated app, a high-urgency (vs. low-urgency) spokes-character resulted in a lower switching intention, whereas the opposite occurred for a utilitarian-orientated app. We adopted a similar methodology in Study 2 (N = 182) and the results showed that perceived waiting time mediated the interaction effect demonstrated in Study 1. Specifically, for the hedonic-orientated (vs. utilitarian-orientated) social app, the high-urgency (vs. low-urgency) spokes-character made participants estimate a shorter perceived waiting time, which induces a lower user switching intention. This paper contributes to the literature on emotion, spokes-characters, and human-computer interaction, which extends an enhanced understanding of users' perception during loading process and informs the design of spokes-characters for the loading pages of apps.

Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience.

Introduction: Consumers' adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated. In this study, we draw on network theory to examine how consumer participation in brand communities (in terms of participation intensity and social networking behaviors) affects the adoption of new products. Methods: We collected longitudinal data from 8,296 members of an online community of a well-known smartphone brand to assess the factors influencing new product adoption. Results: The results from applying a hazard model indicated that brand community participation increases the speed of adoption of new products. The positive effect of members' out-degree centrality on new product adoption was found to be significant, but in-degree centrality only had an effect when users had previous purchasing experience. Discussion: These findings extend the literature by revealing how new products are disseminated across brand communities. The study also makes theoretical and practical contributions to the literature on brand community management and product marketing.