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Determination of factors that cause shopping hesitation

Banu Külter Demirgüneş

Abstract


This study aims to provide general understanding of different set of factors that cause hesitation in buying electronic products. The study proposes seven cosntructs that predict shopping hesitation. The research model offers that consumer traits of innovativeness, risk averseness, brand consciousness, price/value consciousness, confused by over choice and contextual factors as time pressure and negative past experience cause shopping hesitation. The study tries to answer if these seven factors pertaining to consumer personality affect hesitation to buy from an offline electronic store. The sample of this study consists of 500 customers, visiting electronics stores in a shopping mall in Ankara, capital city of Turkey. The data was gathered by using convenience sampling and face to face survey methods. The survey results were analyzed by using Structural Equation Modeling (SEM). The study reveals that shopping hesitation has a positive relationship with price/value consciousness, risk averseness, confused by over choice and time pressure. Besides, negative relationship exists between brand consciousness and shopping hesitation. Thus, both personality traits and contextual factors can cause consumers to hesitate in buying electronic products.


Keywords


Shopping hesitation, consumer electronic product, consumer electronics store (technology store)

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