The combined influence of time pressure and time orientation on consumers' multichannel choice: evidence from China

Dong Ling Xu-Priour, Gérard Cliquet and Fu Guoqun
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Dong Ling Xu-Priour: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Gérard Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Fu Guoqun: Guanghua School of Management - Peking University [Beijing]

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Abstract: This article deals with the influence of time pressure and time orientation on consumers' multichannel shopping behaviour. Previous studies have documented the role of time pressure on customers' channel choice in developed countries, without examining the moderating effects of time orientation on the relationship between perceived time pressure and consumers' attitudes towards online/offline channels. To fill this gap, this article aims to investigate the combined influences of time pressure and time orientation on consumers' attitude towards both online and offline shopping. The results show that time pressure helps consumers form more favourable attitudes towards online shopping than towards offline shopping. Further, the effect of time pressure on consumers' channel attitudes depends on one's time orientations. The implications for marketing channel strategies and market segmentation in Asian emerging markets are discussed.

Keywords: time pressure; Chinese cosmetic market; time orientation; online and offline shopping (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

Published in International Review of Retail, Distribution and Consumer Research, 2012, 22 (5), pp.529-546. ⟨10.1080/09593969.2012.711256⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00762081

DOI: 10.1080/09593969.2012.711256

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