The impact of task framing and viewing timing on user website perceptions and viewing behavior

It is generally recognized that online shopping has both utilitarian as well as hedonic components. The primary focus of this investigation is to examine task framing (either utilitarian or hedonic) and length of viewing time (unlimited or 5s) as conditions that influence user website perceptions and viewing behavior. Whether a task is framed as either hedonic or utilitarian received limited support. However, viewing time does make a difference …