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

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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: Chinese cosmetic market; online and offline shopping; time orientation; time pressure

Document Type: Research Article


Affiliations: 1: Strategy and Marketing Department,ESC Rennes School of Business, Rennes,35065,Cedex, France 2: CREM UMR CNRS 6211, University of Rennes 1, Rennes, France 3: Guanghua School of Management, Peking University, Beijing, China

Publication date: December 1, 2012

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