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Online shopping hesitation.

Chang-Hoan Cho¹, Jaewon Kang, Hongsik John Cheon

¹Department of Advertising, College of Journalism and Communications, University of Florida, Gainesville, FL 32611, USA. ccho@jou.ufl.edu

Cyberpsychology & Behavior : the Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society

|June 20, 2006

Summary

Consumer hesitation in online shopping stems from various factors, including personal traits and perceived risks. Different factors influence overall hesitation, cart abandonment, and final payment delays, requiring tailored solutions.

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Area of Science:

Consumer behavior research
E-commerce studies
Decision-making psychology

Background:

Online shopping has grown significantly, yet consumer hesitation remains a key challenge.
Understanding the drivers of delayed or abandoned online purchases is crucial for e-commerce success.

Purpose of the Study:

To identify factors influencing consumer hesitation in online product purchases.
To analyze predictors of overall hesitation, shopping cart abandonment, and final payment stage delays.

Main Methods:

Examined four variable groups: consumer characteristics, contextual factors, perceived uncertainty, and medium/channel innovation.
Investigated three types of online shopping hesitation.

Main Results:

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Different sets of delay factors were found to be related to distinct aspects of online shopping hesitation.
Consumer characteristics, perceived uncertainty, and channel innovation significantly impact purchase decisions.

Conclusions:

Tailored strategies are needed to address specific points of consumer hesitation.
Developing effective delay-reduction devices can help consumers complete online purchases.