Research on Consumers' Online Purchase Decision based on Psychological Distance

Online consumers make online shopping decisions that are a complex process that can be influenced by a variety of factors, which factors affect and how they affect purchasing decisions. For example, online consumers to browse the site on the product information, online reviews and other information, access to different types of information perception (abstract, overall, summary or specific, local, details) of its decision-making is the same? The geographical location of the network business or the length of logistics and distribution of goods will also have an impact on decision-making? Their online shopping and online shopping for others to provide advice compared to the decision made by consumers are the same? And, when consumers face purchasing decisions, the above factors are likely to have an impact on them at the same time. For example, in the face of different characteristics of goods information, when in the near future and far future, for their own decision-making and decision-making for others to provide recommendations are the same? How to combine these factors to influence the purchasing decision of online consumers is very few. At present, the research on the influence of psychological distance and explanation level on consumer purchasing decision has become an urgent requirement for the development of e-commerce.