对速度的需求:在线零售过程中的延迟对顾客行为的影响

IF 0.7 4区管理学 Q3 Engineering

Military Operations Research Pub Date : 2022-03-14 DOI:10.1287/opre.2022.2262

Santiago Gallino, Nil Karacaoglu, Antonio Moreno

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引用次数: 9

摘要

在过去的十年里，网上零售在世界各地变得更加突出。因此，在线零售商的网站性能变得越来越重要。以往文献广泛研究了客户对离线服务中服务速度和等待时间的敏感性。在《对速度的需求:在线零售过程中的延迟对客户行为的影响》一书中，Gallino、Karacaoglu和Moreno将这一文献扩展到了在线零售领域。他们研究在线零售延迟对顾客行为的影响。他们估计，网站减速会对在线销售和转化率产生相当大的负面影响。此外，他们还探讨了顾客对在线延迟的敏感度在购物过程中是如何变化的。他们发现，等待时间的影响在购物过程的不同阶段有所不同，顾客对结账阶段的等待时间变得更加敏感。他们的发现对网站设计决策具有启示意义。这项研究在当前的监管环境中与正在进行的关于网络中立性的政策辩论特别相关。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail

Online retail has become more prominent around the world in the last decade. As a result, online retailers' website performance is increasingly important. Previous literature has extensively studied customer sensitivity to service speed and wait times in offline services. In “Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail,” Gallino, Karacaoglu, and Moreno extend this literature to online retail. They study the impact of delays in online retail on customer behavior. They estimate sizable negative effects of website slowdowns on online sales and conversion rates. Moreover, they explore how customer sensitivity to online delays varies throughout customers' shopping journeys. They find that the impact of waiting times varies along the different stages of the shopping journey, with customers becoming more sensitive to slowdowns at the checkout stage. Their findings have implications for website design decisions. This research is especially relevant in the current regulatory environment with ongoing policy debates about net neutrality.

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来源期刊

Military Operations Research 管理科学-运筹学与管理科学

CiteScore

1.00

自引率

0.00%

发文量

审稿时长

>12 weeks

期刊介绍： Military Operations Research is a peer-reviewed journal of high academic quality. The Journal publishes articles that describe operations research (OR) methodologies and theories used in key military and national security applications. Of particular interest are papers that present: Case studies showing innovative OR applications Apply OR to major policy issues Introduce interesting new problems areas Highlight education issues Document the history of military and national security OR.