In the case of the Internet, which connects marketers and consumers as a communication and distribution channel, waiting time acts as a major factor that creates numerous problems for achieving corporate objectives by constraining consumers' search activities. This study demonstrates that high waiting time on the homepage, which serves as the entrance to a website, affects not only homepage viewing but also has the effect of restricting additional search activities. In particular, it empirically shows that such restriction of additional search activities is more pronounced among customers with high website involvement. To examine the effects of homepage waiting time on additional search activities and the interaction effects from the perspective of search depth, actual homepage waiting times were measured from the customer's perspective for a specific domestic website, and hypothesis testing was conducted by linking these measured waiting times with log files, which are objective records of customer visit behavior. The hypothesis testing results indicate that a one-second increase in homepage waiting time reduces additional page views by approximately 4% and dwell time by approximately 3%. Furthermore, these effects are greater for customers with high website involvement. Managing waiting time, which plays an important role in achieving corporate objectives, requires not only operational management such as expanding server capacity in proportion to the number of members or visitors as a general approach, but also perceptual management of visitors' perception of waiting time. This study proposes waiting time management strategies from a marketing perspective, including the provision of waiting information, management of consumer attribution, and differentiated waiting time management.