Consumers tend to be impatient during an online wait (e.g., waiting for webpages to download), which may decrease their satisfaction with online retailers. The current research addresses this important issue by identifying a simple and viable strategy to boost consumer patience: the presence of anthropomorphic cues on the download interface. In particular, we postulate a matching effect between anthropomorphic cues and shopping motivation on consumer patience, such that hedonic (vs. utilitarian) consumption benefits from exciting (vs. sincere) anthropomorphism, whereas utilitarian (vs. hedonic) consumption benefits from sincere (vs. exciting) anthropomorphism (Study 1). Notably, these effects are driven by a match between anthropomorphic cues and shopping motivation that creates perceptions of fluency, and the ensuing enjoyment experience yields enhanced patience (Study 2). In addition to having substantive theoretical implications for the anthropomorphism, patience, and persuasion literature, our findings offer novel insights regarding ways for marketers to effectively manage online wait.

中文翻译：

---

等待下载：拟人化线索和购物动机之间的一致性对消费者耐心的影响

消费者在在线等待期间往往不耐烦（例如，等待网页下载），这可能会降低他们对在线零售商的满意度。当前的研究通过确定一个简单可行的策略来提高消费者的耐心来解决这个重要问题：下载界面上存在拟人化的提示。特别是，我们假设拟人化线索和购物动机之间对消费者耐心的匹配效应，例如享乐（vs.功利）消费受益于兴奋（vs.真诚）拟人化，而功利（vs.享乐）消费受益于真诚（vs. . 令人兴奋）拟人化（研究 1）。值得注意的是，这些影响是由拟人化线索和购物动机之间的匹配驱动的，这种匹配会产生流畅的感知，随之而来的享受体验会增强耐心（研究 2）。除了对拟人化、耐心和说服文献具有实质性的理论意义外，我们的研究结果还为营销人员有效管理在线等待的方法提供了新的见解。