| Summary: | 碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 95 === The rapid development of the Internet and its corresponding technologies allowed people to save more time and cost. Electronic commerce provides an exciting opportunity with which to connect with customers. Consumer has changed part business activities from physical to internet. People typically don’t like to wait, as it cause them to experience negative effects and service evaluations. Controlling the customer’s perception of time is the effectively way to affect customers’ satisfaction. A recent analysis of business-to-consumer Electronic Commerce literature found download time is one of key technological impediments to Electronic Commerce. When Consumer change the business transactions from physical to internet, the on-line waiting perception of time, on-line waiting affection and the reaction of on-line waiting may be differ from waiting in physical. This is an interesting issues to be discussed.
Prior research has shown that time perception may be influenced by internal states such as affect that are reactions to external stimuli in the physical environment. The purpose of this study is to investigate the factors which can effect the on-line time perception and how attribution of filled time are related to perception of on–line waiting time. The research used design of an experiment method and examine the impact of download time on-line, filled mechanism in the interface on consumers’ perceptions of waiting time on-line and their affective responses.
The results are as follow:
1.Consumers frequently overestimate the amount of time they spend waiting on-line and as the download time increases, the consumers’ perceived longer waiting time on-line.
2.The longer the delay of download time, the more the negative emotions will feel and the less the positive emotions will feel.
3.The offers of waiting information influences the regneging of waiting on-line. The larger numbers of people waiting ahead a consumer increase the likelihood of leaving the web server.
4.In short waits, music of filled mechanism will not affect the consumers’ affective response .When the wait is intermediate, the waiting filled with music influences the consumers’ affective response. Otherwise, the consumers’ affective response may backfire when the download time is too long.
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