The presence of impatient customers is a common phenomenon in many contexts, especially in online shopping. How to catch customers and speed up their decision speed and confidence is vital to industry players. Numerous studies have demonstrated that travelers cherish credible information. Accordingly, this study investigated the effects of social media information credibility on travelers’ decision speed and confidence under the mediating effects of heuristic information processing approach. The results revealed that heuristic approach mediated the relationship between information credibility and the various levels of subsequent perceived decision speed and confidence. On the basis of the findings, this study suggests that travelers’ perceived decision speed is more meaningful for consideration than their real decision time. Although heuristics are often associated with bias, this study proved that biased mind helped accelerate perceived decision speed and enhance decision confidence.

中文翻译：

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有偏见的人在社交媒体上的决策速度和信心得到了提高：一种启发式方法

在许多情况下，尤其是在在线购物中，不耐烦的顾客的存在是一种普遍现象。如何抓住客户并加快他们的决策速度和信心对行业参与者至关重要。大量研究表明，旅行者珍视可靠的信息。因此，本研究调查了在启发式信息处理方法的中介效应下，社交媒体信息可信度对旅行者决策速度和信心的影响。结果表明，启发式方法介导了信息可信度与后续感知决策速度和置信度的各个级别之间的关系。根据调查结果，本研究表明，旅行者的感知决策速度比实际决策时间更有意义。