How consumer characteristics moderate time effects on online purchase preference
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ㆍ발행기관 : 한국마케팅학회ㆍ수록지정보 : ASIA MARKETING JOURNAL / 16권 / 3호 ㆍ저자명 : Zhen Li, Lin Huang
Ⅱ. Reviews and hypotheses
Ⅳ. Analysis of the results
Ⅴ. Conclusions and discussion
In this paper, we posit that time-related effects (i.e., the importance of saving time) on patronage preference for shopping online will be moderated by consumer characteristics. To explore these moderating effects, we empirically examine the moderating roles of consumer characteristics on the respective effects of shopping-time-saved and delivery on online purchase preference. On the basis of analyses performed on data gleaned from an Internet-based survey, this study demonstrate that time effects related to both shopping-time-saved and delivery on online purchase preference are more pronounced for consumers who are male, young, and more starved for time. In addition, the effect of delivery time on online patronage preference is amplified by disposable income, but attenuated by online shopping experience. Through our analyses, we also find that Japanese consumers value delivery time to a greater degree than Chinese and American consumers do.