摘要
配送时间是网络购物中不可避免的服务等待时间,其表达方式传递了网络零售商的相关服务承诺信息,影响着消费者的购买意愿。研究基于数字效应理论,通过情景实验探究配送时间表达方式对消费者购买意愿的影响。结果表明,配送时间表达方式对消费者购买意愿具有显著影响,“小数字—大单位”的表达方式通过缩短消费者等待时间感知,提高消费者购买意愿,发挥了时间竞争弱优势;然而,在心理距离调节作用下,“数字”与“单位”组合的表达效应发生逆转,即在远时间(空间)距离情境下,“大数字—小单位”的表达方式影响力减弱,进而增强消费者购买意愿。
Delivery time is an unavoidable service waiting time in online shopping,and its expression conveys the relevant service commitment information of online retailers,which affects consumers'purchase intention.Based on the theory of numerical effect,the study investigates the influence of delivery time expression on consumers'purchase intention through situational experiments.The results show that the expression of delivery time has a significant effect on consumers'willingness to buy,and the expression of"small number-large unit"can shorten consumers'waiting time perception and increase consumers'willingness to buy,thus exerting the weak advantage of time competition;However,under the effect of psychological distance regulation,the expression effect of"number"and"unit"combination is reversed,i.e.,under the situation of far time(space)distance,the influence of the expression of"big number-small unit"is weakened,and then enhances consumers'purchase intention.
作者
陶虎
张娣
庄杉
TAO Hu;ZHANG Di;ZHUANG Shan(School of Business Administration,Shandong University of Finance and Economics,Jinan 250014,China;School of Management,Shandong Technology and Business University,Yantai 264005,China)
出处
《经济与管理评论》
CSSCI
北大核心
2024年第5期109-121,共13页
Review of Economy and Management
基金
山东省社会科学基金一般项目“数字经济时代新零售企业时间价值共创模式研究”(21CGLJ16)。
关键词
配送时间
表达方式
数字效应
心理距离
delivery time
expression
numerical effect
psychological distance
作者简介
陶虎(1971-),安徽淮南人,山东财经大学工商管理学院、山东工商学院工商管理学院教授、博士生导师。主要研究方向:服务营销与服务经济。
