Time Pressure, Consumer Perception and PostpurchaseEvaluation in Online Shopping

• Main Authors: Chen Jun-An, 陳潤安
• Other Authors: 鄧景宜
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/19774452206907998593

碩士 === 長庚大學 === 企業管理研究所 === 94 === Time pressure is a usual marketing manner in online shopping. It is generated by using time limit. Time pressure can reduce consumer hesitating and enhance consumer purchase intention. In a review of the literatures, it probes into time pressure influence by manipulating time limit. But, it seldom probes into place. And it also lacks an integrated framework to probe into the influence of time pressure on consumer perception and postpurchase evaluation. This research purpose probes into the influence of time pressure in online shopping and proposes a model that includes (1) Time pressure as exogenous variable, (2) four types of consumer perception ( perceived risk, perceived quality, perceived value, and perceived shopping plan fulfillment) and (3) two types of postpurchase evaluation (purchase intention and consumer satisfaction) as endogenous variables. Besides, this research adopt the method of the questionnaire investigation to collect data of time pressure, consumer perception, and postpurchase evaluation, and use LISREL to analysis. The finding is that time pressure will increase perceived risk and decrease perceived quality, and perceived shopping plan fulfillment directly, finally decrease perceived value, purchase intention and consumer satisfaction indirectly. Therefore, time pressure will result in consumer pressure of perception in online shopping, and reduce consumer perception and postpurchase evaluation.