Chronism theory, culture, and system delay: A longitudinal study of post-apartheid South Africa

System response delay has been cited as the single most frustrating aspect of using the Internet and the most worrisome aspect of Web application design. System response time (SRT) research generally concludes that delay should be eliminated where possible to as little as a few seconds, even though delay reduction is costly. Unfortunately, it is not clear if these conclusions are appropriate outside of the developed world where nearly all of the SRT research has taken place. Cultural effects have been, hence, generally missing from SRT research. The one SRT study to date outside of the developed world did report differences using the theoretical construct of cultural chronism, and this finding could limit the generalizability of SRT research findings from developed countries to many economically developing nations. However, limitations and potential confounds in this single study render those findings tentative. The end of Apartheid in South Africa allowed an opportunity to conduct a longitudinal free simulation experiment that overcomes the critical limitations of this previous research. Subjects were members of historically polychronic and monochronic groups who had been segregated by Apartheid and now live in an integrated society with shared infrastructure and computer access. Results find that members of the historically polychronic group are more accepting of longer delays and are more willing to trade longer delays for improved functionality than are their historically monochronic counterparts. Furthermore, tests find that members of the historically monochronic population that came of age in a desegregated, majority-polychronic culture appear to be polychronic themselves and to differ significantly from the older monochronic generation. Results from this study can be applied to design culturally sensitive applications for users in the developing economies of the world. © 2009, IGI Global.