The Influence Of Ambivalent Attitude Of Consumers On Online Shopping Decisions

Consumer positive attitudes and negative attitudes towards products exist in everyday life, this contradiction does not need to make a choice at the time, does not give consumers distress. However, in the purchase process, a strong attitude contradiction let consumers know how to make purchase decisions. So when consumers making online shopping, the ambivalence in the end have any effect on the purchase decision? What is the psychological impact of factors, how to make a purchasing decision? Psychological distance as the consumer decision-making process is an important variable, consumer ambivalence about whether it will affect the psychological distance? These questions must be the consumer point of view and from the ambivalence consumer perspective to analyze the psychological distance study. Based on previous studies, exploratory case study of online shopping, the consumer ambivalence about the psychological distance between decision-making and customer relations, combined to explain the level of theory, the psychological distance of three dimensions of online shopping to influence decisions the study. Using experimental design by simulating the online shopping context, explore the impact of the relationship between variables. Using statistical analysis software SPSS19.0 experimental data processing. The main conclusions are obtained: the more intense(1) consumer ambivalence of goods, the more distant perceived psychological distance, consumer ambivalence of goods weakened, perception also will narrow the psychological distance, thus affecting their purchasing decisions. For the purchase of goods is relatively high consumer ambivalence difficult to make buying decisions, so are less likely to purchase behavior, rather ambivalent attitude to the purchase of goods is relatively low consumer would not have this kind of problem, their purchase behavior occurs more likely. Time distance dimension(2) Consumer perceived psychological distance and product information together to explain the level of impact on consumer online shopping decisions, when the time to match the distance and product information to explain the level, this effect was significant. The social dimension of consumer psychological distance away also meet the above rules, when the social distance between height and distance to match the level of product information to explain this effect was significant. In the experimental study of consumer psychology dimension spatial distance away, we found that the impact of spatial distance, does not comply with these rules. The results showed that nearly a location in consumer attitudes still has a clear preference in the space near or far distance, when high levels of information to explain to consumers online shopping decisions have a role in promoting the consumer is more likely to achieve purchase, but with a low level of net purchase decisions explain the difference is not obvious.