On the Factors Influencing Consumers' Pre-Purchase Decisions in Online Shopping

This study focuses on Information Disclosure Transparency (IDT) as the core, exploring its direct and indirect effects on reducing consumer purchase hesitancy (PH), and analyzing the mediating role of Seller Uncertainty (SU) and Product Uncertainty (PU). Study the integration of Stimulus Organism Response (SOR) model and Signaling Theory, construct a structural model with mediation and regulatory mediation mechanisms, and empirically validate it using PLS-SEM and PROCESS Macro. The research results show that transparency in information disclosure can significantly reduce consumer purchase hesitation by reducing seller and product uncertainty. This discovery not only fills the gap of existing literature that only tests a single path, but also extends the SOR model and signal theory to the field of digital consumption, providing a more complete theoretical framework to explain the role of information disclosure in risk management and consumer decision-making. Furthermore, this study provides specific guidelines for the design of dynamic disclosure and personalized recommendation mechanisms, which have both academic theoretical extension and policy application value. This study extends the Stimulus Organism Response (SOR) model and signal theory to the field of digital consumption, systematically examining how transparency in information disclosure affects purchase hesitation by reducing seller and product uncertainty. This result supplements the shortcomings of existing literature that only focuses on a single path, and provides a more complete theoretical framework to explain the role of information disclosure in risk management and consumer decision-making. It also provides specific practical guidance for the design of dynamic disclosure and personalized recommendation mechanisms.