| Many studies have demonstrated the positive effects of virtual experience on B2C e-commerce. However, providing rich content may be a double edged sword for e-Retailers due to inevitable download delays under the current "last mile" Internet infrastructure. Therefore, the goal of this study is to examine the relationships among virtual experience, connection speeds, and product attributes to develop a clearer understanding of how to balance the Web page content and loading time delays across different product categories in B2C e-commerce. An economic model for the added value of rich content was conceptualized to help understand the relationships better.;An experimental research method was used to test the hypotheses. Although the impacts of download delays on the added value of rich content were not clearly explained in this study, the interpretation of the findings and suggestions for future studies were discussed to address guidelines for the dilemma of rich content. |
