Time pressure, time saving and online shopping: exploring a contradiction

Previous survey research revealed that consumers perceived online shopping and buying to be a time saving practice. Paradoxically, they only rarely reported using that tactic to save time, introducing a contradiction. Focus group research and unstructured interviews among active, time-pressured consumers provide partial solutions to the puzzle. Two types of online shopping benefits appeal to two types of consumers: Those experiencing situational time pressure respond well to 'time-saving' appeals. Another, larger proportion, whose personal inclinations or personality traits result in time pressure are more interested in doing more tasks quickly or engaging in polychronic activities. These findings suggest online merchants simultaneously promote both time-saving and quicker accomplishment of more tasks. Though they are two sides of the same coin, time-pressured consumers tend to see only one side or the other. Both types of time-pressured shoppers eschew Websites requiring substantial 'up-front' investment of time; complex, multi-option initial or home pages, and early insistence for 'registration' that requires revealing personal information. This suggests clean, clear, uncluttered introductory pages and delay in urging registration until rapport has been established. Inexpensive, rapid delivery times and liberal return privileges were also highly valued by all time-pressured participants. Cost restrictions limit the degree to which online merchants can accommodate these preferences.