Online shopping hesitation

Chang Hoan Cho, Jaewon Kang, Hongsik John Cheon

Research output: Contribution to journalArticlepeer-review

88 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)261-274
Number of pages14
JournalCyberpsychology and Behavior
Issue number3
Publication statusPublished - 2006 Jun

All Science Journal Classification (ASJC) codes

  • Communication
  • Applied Psychology
  • Human-Computer Interaction


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