Investigation of Influence of Time Constraint and Time Pressure on Quality Evaluation

Abstract

It has been pointed out that consumer behavior is different when time pressure is felt from that when not. Previous researches point out that it is necessary to distinguish between the time constraint given externally and the time pressure consumers feel inherently, however, quantitative analysis trying to capture both at the same time is insufficient. Focusing on this point, this research measures the time pressure felt by consumers when, after manipulating the presence or absence of time constraint and length of time constraint, consumers were asked to evaluate the quality of an electric kettle. Analysis results revealed that time constraint does not directly affect the quality evaluation of consumers but indirectly influences it via time pressure. As a result, the necessity of analysis with emphasis on time pressure that consumers feel inherently is shown.