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The Study on the Effect of Waiting Line on Consumers’ Perceived Quality and Emotional State

송재도|Nan Li
한국마케팅학회 (Korean Marketing Association)|2019.07|아시아마케팅저널 (Asia Marketing Journal)|제21권 제2호|pp. 21-49

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참고문헌

키워드

Purchase IntentionPerceived QualityEmotional StateWaiting LineConsumer Knowledge Level
주제분류경영학

초록

This study examines a model which simultaneously contains two paths between waiting line and purchase intention: one tested the positive effect of waiting line through consumers’ perceived quality, whereas another one go through consumers’ emotional state to test the negative effect of waiting line on purchase intention. To further understand perceived quality, the study divided perceived quality into perceived product quality and perceived service quality. The study used restaurants in the experiment. Results indicated that although long waits in line will directly increase both consumers’ product quality perception and negative emotions, the total indirect effects on purchase intention are still significantly positive. For consumers’ perceived service quality, long waiting situations have no such effect on it. Significant results from a moderation analysis also shown that consumers in low-level knowledge settings are more influenced by waiting lines than those in high-level knowledge settings when they make the product’s quality-related judgment. However, the level of consumer knowledge does not moderate the relationship between waiting lines and service quality.

Abstract

This study examines a model which simultaneously contains two paths between waiting line and purchase intention: one tested the positive effect of waiting line through consumers’ perceived quality, whereas another one go through consumers’ emotional state to test the negative effect of waiting line on purchase intention. To further understand perceived quality, the study divided perceived quality into perceived product quality and perceived service quality. The study used restaurants in the experiment. Results indicated that although long waits in line will directly increase both consumers’ product quality perception and negative emotions, the total indirect effects on purchase intention are still significantly positive. For consumers’ perceived service quality, long waiting situations have no such effect on it. Significant results from a moderation analysis also shown that consumers in low-level knowledge settings are more influenced by waiting lines than those in high-level knowledge settings when they make the product’s quality-related judgment. However, the level of consumer knowledge does not moderate the relationship between waiting lines and service quality.

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