The role of perceived control and gender in consumer reactions to download delays
Dabholkar, Pratibha A.
An empirical study finds that perceived control strongly mediates the effects of perceived speed of a Web site download on consumers' attitudes and intentions to use the Web site. Moreover, results show that men are more likely to react positively to the perceived speed of a Web site download, whereas women are more likely to base their reactions on perceptions of control in the context of download delays. In contrast to past online research, the gender differences are intrinsic in two ways--they are context independent, and they are not caused by length of Internet experience, extent of Internet usage, or type of Internet connections.
Perceived control Gender differences Download delays Attitudes Intentions Online marketing
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