Culture and consumer responses to web download time: a four-continent study of mono and polychronism

摘要: Most e-commerce sites would like to include as much relevant and sales-inducing content on their pages possible. Unfortunately, resulting download delays may lead consumer frustration a negative attitude toward the product or service displayed. But is with delay universal problem it culture-specific? How should firms view this problem? These are primary research questions investigated in current study. An experiment conducted four continents was selected an appropriate method answer those questions. Country were for differing cultural senses of time how might affect individual responses delay. Our sample included US Finnish cultures representing monochronic Egyptian Peruvian polychronic cultures. Consistent proposed hypotheses, subjects from significantly less concerned than Similarly, perceived wait times varied between mono- groups. Practical insights derived study enable specific suggestions customization web page richness well infrastructure requirements based identity intended e-Consumer. Moreover, results suggest theoretical implications future research.