Perceived Download Waiting in Using Web Sites: A Conceptual Framework with Mediating and Moderating Effects

Abstract: The results of past research on download waiting have been mixed. To better understand and begin to address this serious practical problem, the proposed conceptual framework focuses on key outcome variables of interest to practitioners, i.e., online consumers’ attitudes toward using Web sites where download waiting occurs, and their abandoning of such Web sites. The framework focuses on the consumer’s perspective, highlighting perceived download waiting and the mediating role of perceived control. Moderating effects from the consumer’s perspective, including cultural, individual, and situational influences, offer further insights into the effects of perceived download waiting. Implications are offered for practitioners and researchers.  

First Author:   Pratibha A. Dabholkar  



Source: Journal of Marketing Theory and Practice, 2008, 16 (3), 259-270.

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