A study of consumer purchase behavior in the context of internet shopping

The present study aims to analyze the impact of consumers’ own knowledge and experience on information screening ability, decision-making efficiency, and risk avoidance in purchasing decisions for internet shopping. The study will thereby deepen our understanding of consumer behaviors, including psychological factors. The study focuses on cosmetics of both high and low-price points, employing two research methods: text mining (correlation analysis between sentiment and evaluation scores) and questionnaire surveys. A weak positive correlation was observed between sentiment scores and rating scores across both analytical methods. This tendency was particularly evident in the context of high-priced products, where rational criteria such as functionality, cost-effectiveness, and alignment with expectations were prioritized over sentimental factors. The analysis of the questionnaire was conducted using two analytical approaches: Spearman’s rank correlation analysis and a covariance structure analysis. The findings indicated that, in the context of consumer purchasing decisions, rational assessments informed by experience and knowledge prevail over emotional responses. In the context of high-priced items, reliance on word-of-mouth is particularly pronounced. “Highly credible information,” such as that derived from image-based and expert reviews, has been demonstrated to function as a psychological safety net. However, it became evident that experienced consumers exhibited a selective filtering of information and the capacity to make efficient judgments. In contrast, less experienced consumers are more susceptible to choice fatigue, which is characterized by overwhelmed information processing. The establishment of clear decision criteria was identified as a pivotal factor in enhancing purchasing efficiency and satisfaction.