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http://dx.doi.org/10.5392/JKCA.2017.17.12.658

Factors Affecting the Delay of the Final Purchase Decision in Online Shopping: Investigating the Moderating Effect of Need for Cognitive Closure  

Lee, Ae Ri (상명대학교 경영학부)
Kim, Dohoon ((주)핑거블랑)
Kim, Kyung Kyu (연세대학교 정보대학원)
Publication Information
The Journal of the Korea Contents Association / v.17, no.12, 2017 , pp. 658-669 More about this Journal
Abstract
While online shopping has been increased expeditiously, a significant portion of purchasing intention has not been converted into actual purchasing behavior without delay in online space. This study investigates the factors causing a delay in online purchasing decision even after purchasing intention has been formed. It identifies the uncertainty variables (information, psychological, and preference uncertainties) related to consumer needs and the situational variables (time pressure and past purchase experience) surrounding the purchasing transaction. Furthermore, the need for cognitive closure is proposed to moderate the relationships between uncertainty/situational variables and the purchasing behavior. The results show that the uncertainties and situational factors significantly influence purchasing delay. Also, the need for cognitive closure indeed works as a moderator between the uncertainty variables and the purchasing behavior. Practical and academic implications of these findings are also discussed.
Keywords
Online Shopping; Purchase Decision Delay; Need for Cognitive Closure; Uncertainty; Situational Factor;
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Times Cited By KSCI : 2  (Citation Analysis)
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