Online Shopping Hesitation

This study was designed to understand which factors influence consumer hesitation or delay in online product purchases. The study examined four groups of variables (i.e., consumer characteristics, contextual factors perceived uncertainty factors, and medium/channel innovation factors) that predict three types of online shopping hesitation (i.e., overall hesitation, shopping cart abandonment, and hesitation at the final payment stage). We found that different sets of delay factors are related to different aspects of online shopping hesitation. The study concludes with suggestion for various delay-reduction devices to help consumers close their online decision hesitation.