Research On The Influence Of Delivery Time Expression On Consumers’ Purchase Intention

The rapid development of e-commerce and logistics industry and the reduction of the cost of diversified choices lead to the increase of the proportion of online shopping year by year.At the same time,consumers are more sensitive to time and pay more attention to the realization of personal time value.Therefore,consumers put forward higher requirements for delivery time,and product delivery time has become an important means to improve the quality of online shopping services.In order to increase market share,enterprises use various technologies to optimize the actual delivery time of goods.However,the delivery time information presented by e-commerce platforms is a time-limited commitment,which quantifies the delivery time using numbers and time units.Influenced by individual traits and consumption scenarios,consumers’ perception of time is different when faced with different expressions of the same time information,and consumers’ perception of delivery time will affect their decision-making behavior.Therefore,how to construct the optimal delivery time expression and effectively reduce consumers’ time perception is of great significance for e-commerce platforms to further improve market share.Based on the theory of consumer purchase decision making,frame effect theory and constural level theory,this paper draws on the existing studies of domestic and foreign scholars on the expression of delivery time,time perception,psychological distance and purchase intention.Combined with the research object,this paper takes time perception as the intermediary variable and time distance and space distance as the moderating variables.A model of the relationship between delivery time expression mode and consumers’ purchase intention was constructed in the context of online shopping,and the internal mechanism of the effect of delivery time expression mode on consumers’ purchase intention was explored.In this paper,questionnaire survey method is adopted,statistical analysis software such as SPSS is used to process the data results,and the results are analyzed.The following conclusions are drawn in this study: First,in online shopping,the delivery time of small numbers-large units of expression can better promote the purchase intention of consumers.Under general circumstances,compared with the combination form of large numbers and small units,the combination form of small numbers and large units is more able to improve consumers’ purchase intention.Second,time perception plays a mediating role in the influence of delivery time expression on purchase intention.The combination form of small number and large unit can effectively play the weak advantage of time competition and improve consumers’ purchase intention by shortening consumers’ perception time.Third,under different time and space distance,delivery time expression has different effects on purchase intention.In the context of long time(space)distance,the effect of "number" and "unit" in the delivery time information is reversed,and the delivery time expression of large number and small unit can shorten consumers’ time perception,so as to improve consumers’ purchase intention.The implications of this study are as follows: First,e-commerce platforms should establish a coordination and communication mechanism with express companies to realize the smooth circulation of express information.Second,in different online shopping scenarios,appropriate delivery time expression should be selected to match.First of all,when setting the delivery time expression of products,the e-commerce platform can customize the delivery time expression according to the type of promotional activities to achieve better promotion effect.Secondly,the distance between the place of shipment and the place where consumers receive goods should be considered,and the expression of product delivery time should be automatically set according to the delivery distance.For example,Jingdong can identify the address of consumers receiving goods on the product information page.It is suggested that all e-commerce platforms should add this function and automatically set the delivery time according to the delivery distance and consumption situation to reduce the perceived length of delivery time.Enhance consumers’ willingness to buy,so as to increase the sales of goods and improve market share.