Can delivery speed affect sale in ecommerce: Evidence from household appliance

China's ecommerce merchants now face fierce competition in fast delivery that brings difficulty in balancing the cost and customer satisfaction. This study aims to investigate Chinese consumers' cognition on delivery speed when shopping online. We tested the interaction between delivery speed and other variations by setting laboratory experiment. It is found that the delivery speed is not the most important factor affecting the purchasing intention for China's online consumers. They are not sensitive to the difference between 1-day delivery and 7-days delivery. Although consumers' preference is not always the same when facing different products, even the product in the same category, they consider after-sale policy and even some petty benefits more attractive. The results suggest that China's ecommerce merchants avoid direct competition in fast delivery by differentiating other services attributes.