Download time has been recognized as one of the most important technological impediments to electronic commerce (EC). Unfortunately, the exact consequences of this impediment are currently ill-defined. The goal of this study is to extend the work of Rose and Straub (1999) to identify how this technology impacts the success or failure of EC initiatives. Using marketing and systems response time theories, three hypotheses are proposed. First, that download time in a retailer's Web application has a negative impact on consumer attitude toward that Web retailer. Second, that those effects increase in intensity as consumers attribute more of the cause for delay to the Web application. And third, that attitudes formed about a retailer predict consumer patronage intentions. A laboratory experiment is being undertaken to test these hypotheses.