The Importance of Perceived Consumption Delay in Internet Shopping

This study examines the effect of delivery-time–related information (stock availability and shipping/handling cycle) on perceived consumption delay, perceived time risk, attitude toward the Web site, and online purchase intention. In addition, the authors examine the interrelationships among dependent variables using a causal model analysis. Participants (213 female undergraduates) evaluated a mock Web site under four treatment conditions. The findings indicate statistically significant main effects for time-related information on all four dependent variables and support the causal relationships among dependent variables. Based on the results, Internet apparel retailers may benefit from establishing a prompt restocking system to reduce the waiting time for apparel products and in turn, perceptions of consumption delay.

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