Research to interview the differences in customer psychology regarding the intention to convert to online purchasing by product group

Online retail has increased signifcantly. Besides the advantages and disadvantages of online channels, there are also customer psychological factors that affect the switching intention from physical stores to online. For specifcs of experience goods and search goods, there are differences in consumer psychology. Using interview method, this study aims to sketch and qualitatively analyse the chain among psychological factors: Trust, Perceived Risk, Attitude towards switching and Habit of buying at physical stores. Research results show that for search goods (books), Trust outweighs Risk, and Habits also change to online, hence the Switching intetion to buy online is stronger. In contrast, of experience goods (electronics), customers still have many concerns about risks. The Habit of buying at physical stores still remains signifcant, so the Intention is still unclear. Clothing items show neutral results between those of books and electronics. Recommendation on combining distribution channels and multi-channel sales is offered.