An Empirical Study On The Factors Affecting Consumers’ Online Shopping Hesitation

With the rapid development of economy,online trading platform and service quality of delivery companies,more and more consumers join the group of online shopping.But for various of reasons,consumers are often unable to make a choice in many similar goods.As an universal shopping behavior,the purchase hesitation has been widely studied by scholars in many fields,such as marketing,behavior,psychology and so on.The papers existing are quite rich,and the most are based on physical shopping environment,but the quantity of paper related with online shopping hesitation is relatively small.There is a big difference between online shopping and physical shopping,such as products can not touch and try,etc.In order to attract customers and enhance sales,the traditional marketing methods based on physical shopping environment has already didn’t work,and new marketing strategies of online shopping must be sought,which can provide effective marketing guidance for electric business enterprises.Based upon this,this study intends to explore the factors affecting consumer’s online shopping hesitation through the empirical research in the perspective of commercial marketing,and then provide marketing recommendations for the network seller.Based on the summary of existing relevant papers,this study use the exploratory research methods.First of all,through literature research,in-depth interviews and pre-investigation,20 factors influencing consumer’s hesitation of online shopping were elicited.Then these factors were classified into 6 subcategories according to the exploratory and confirmatory factor analysis.Next according to the path analysis and weigh these subcategories based on principal analysis,the all subcategories have a significant impact on consumer online shopping hesitation,and could be ordered in descending as follows:credibility issues,customer service issues,psychological expectations,security risk,site issues,and commodity risk.Then through the high-order factor analysis,the six factors are further classified into three categories,named as "real factor","worry factor" and "expectation factor".Finally,independent samples T-test were conducted and it was found that gender and online shopping frequency had certain significant effect on the hesitation degree and its influencing factors.