초록 열기/닫기 버튼
In this paper, we posit that time-related effects (i.e., the importance of saving time) on patronagepreference for shopping online will be moderated by consumer characteristics. To explore thesemoderating effects, we empirically examine the moderating roles of consumer characteristics on therespective effects of shopping-time-saved and delivery on online purchase preference. On the basis ofanalyses performed on data gleaned from an Internet-based survey, this study demonstrate that timeeffects related to both shopping-time-saved and delivery on online purchase preference are morepronounced for consumers who are male, young, and more starved for time. In addition, the effect ofdelivery time on online patronage preference is amplified by disposable income, but attenuated byonline shopping experience. Through our analyses, we also find that Japanese consumers value deliverytime to a greater degree than Chinese and American consumers do.
