When people go to a website or use an online application, they have assumptions about how the website will respond to them and what the interaction will be like. And many of these expectations mirror the expectations that they have for person-to-person interactions. If the website is not responsive or takes too long to load, it is like talking to a person who is not looking at you, or is ignoring you. If the website asks for personal information too soon in the flow of the interaction, that is like the other person getting too personal. If the website does not save your information from session to session, that is like the other person not recognizing you or remembering that you have already established a relationship.

https://www.blog.theteamw.com/2010/10/01/100-things-you-should-know-about-people-43-people-expect-online-interactions-to-follow-social-rules/