소비 지연이 인터넷 쇼핑에 미치는 영향

Abstract

The purpose of this study was to examine the effect of delivery time-related information such as stock availability and shipping/handling cycle information on perceived consumption delay, perceived time risk, attitude toward the website, and purchase intention online. Our additional goal was to examine the inter-relationships among dependent variables using causal model analysis in order to provide comprehensive explanations in relation to perceived consumption delays in the Internet shopping environment with the integration of multiple concepts and disciplines. This study employed 2 x 2 between subjects’ factorial design: stock availability x shipping/handling. Two hundred and thirteen female undergraduates evaluated a mock website under four different treatment conditions. The findings indicated statistically significant (a) main effects for time-related information on perceived consumption delay, perceived time risk, attitude, and purchase intention, and (b) the causal relationships among dependent variables. Based on the results, Internet apparel retailers may benefit from establishing a prompt restocking system to reduce the amount of waiting time for apparel products and in turn, perceptions of consumption delay.