为剖析网购感知等待时间的消极影响机理,首次从过程视角提出网购感知等待时间的两维构念,即感知订单处理时间和感知商品配送时间。运用问卷调查法收集数据,采用基于偏最小二乘的方差分析法,对构建的概念模型进行假设检验。研究结果表明:等待不满对感知订单处理时间和感知商品配送时间与等待愤怒和后悔的关系均有中介作用;感知商品配送时间对等待不满的直接影响更强;感知订单处理时间对后悔的总效应更强,而感知商品配送时间对等待愤怒的总效应更强;感知商品配送时间对转换意向与负面口碑相传的总效应更强。
To analyze the negative influence mechanism of perceived waiting time for online shopping, this paper firstly puts forward two- dimensional construct from a process perspective, including perceived order processing time and perceived commodity delivery time. Then, uses questionnaire to collect data, and examines the research hypothesis by the variance analysis method based on partial least squares. The research result shows: waiting dissatisfaction mediates the relationship between perceived order processing time, perceived commodity delivery time and waiting anger, regret; the direct effect of perceived commodity delivery time on waiting dissatisfaction is strong relative to perceived order processing time; the total effect of perceived order processing time on regret is strong, but the total effect of perceived commodity delivery time on waiting anger is strong; the total effect of perceived commodity delivery time on switching intention and negative word of mouth is strong relative to perceived order processing time.