Conspicuous 'Confirmation Behavior' in Online Purchases of High-Priced Items: 66.4% Check Reviews, 64.4% Compare – What are the Conditions that Drive Purchase?
A survey by System Research's 'Aruru Mall' reveals that 89.0% of online shoppers change their behavior based on purchase price. 'Confirmation behavior,' such as checking reviews and comparing products, becomes prominent for high-priced items, especially those over 10,000 yen, driven by a desire to 'avoid failure.'
📋 Article Processing Timeline
- 📰 Published: May 10, 2026 at 02:00
- 🔍 Collected: May 9, 2026 at 17:31
- 🤖 AI Analyzed: May 9, 2026 at 17:53 (21 min after Collected)
System Research Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture), which operates 'Creative Products Mall Aruru' (hereinafter, Aruru Mall), conducted a survey targeting online shoppers aged 20-60 nationwide regarding 'behavioral changes due to price fluctuations in online shopping.'
The results showed that a total of 89.0% of respondents said their behavior changes depending on the price when purchasing products online.
Furthermore, it was found that as prices increase, 'confirmation behaviors' such as checking reviews and comparing products also increase, indicating a tendency to make cautious decisions. The background to this is the psychological desire to 'avoid failure' (68.5%), and the price range at which behavior changes most frequently was '10,000 yen or more' (36.0%).
Survey Results
■ For high-priced items, behaviors such as 66.4% checking reviews and 64.4% comparing products increase.
Specific behaviors when purchasing high-priced items online included:
- Detailed review and word-of-mouth checking: 66.4%
- Comparing multiple products and sites: 64.4%
- Postponing purchase: 49.0%
These responses show that over half of consumers engage in 'confirmation and comparison' behaviors.
In addition, 'checking the actual product in stores' (44.5%) was also observed to some extent, revealing a tendency for more cautious behavior as prices increase.
■ 'Don't want to fail' (68.5%) is the background to confirmation behavior.
The reasons for such behavior included:
- Don't want to fail: 68.5%
- Want to judge if the value is commensurate with the price: 65.1%
- Anxiety about discrepancies from the actual product: 39.0%
These responses indicate that for high-priced items, 'anxiety about failure' is stronger, and confirmation behaviors like review checking and comparison are performed to alleviate this anxiety.
■ The benchmark for behavioral change is '10,000 yen or more.'
Regarding the price at which behavior changes, the results were:
- 10,000 yen or more to less than 30,000 yen: 36.0%
- 3,000 yen or more to less than 10,000 yen: 34.3%
This shows that '10,000 yen or more' serves as a significant turning point.
■ What conditions encourage purchases?
So, what conditions encourage online purchases of high-priced items?
The survey found that the following 'judgment criteria' were ranked highest:
- Sufficient number of reviews/ratings: 56.9%
- Detailed size/specification information available: 51.0%
- High reliability of brand or seller: 49.3%
- Return/exchange guarantee available: 46.9%
■ Purchases are influenced by the 'presence or absence of judgment criteria.'
This survey suggests that purchase behavior for high-priced items is significantly influenced not by the price itself, but by 'whether there is enough information available to make a judgment.'
Consumers become more cautious as prices increase, but this anxiety tends to be resolved by factors such as reviews, detailed information, and comparison materials.
In e-commerce, improving the quality and quantity of information is considered a crucial factor in lowering the hurdle for purchasing high-priced items.
For details on the survey results, please visit: https://alulu.com/media/tips_highpriceitem/
*Request for citation/reprinting of data
When using the survey results/images from this press release, please link to the official website URL of 'Creative Products Mall Aruru' (https://alulu.com/) as the source.
【Survey Overview】
- Target: Online shoppers aged 20-60 nationwide
- Survey Period: April 28, 2026
- Survey Institution: Crowdsourcing site
- Survey Method: Calculation of response ratios for each question item
- Valid Responses: 300 people
【About Creative Products Mall Aruru】
'Aruru' values not only the appeal of products and services but also 'who you buy from,' providing rich content that conveys the history of shops, the passion of producers, and the personalities of craftsmen. It aims to enable customers to encounter favorite products after learning about these stories. Moving forward, we will strive to be a place where 'people (stores) and people (customers)' gather and connect.
■ Aruru Mall
https://alulu.com/
■ Contact
https://alulu.com/contact/
【Company Overview】
- Company Name: System Research Co., Ltd.
- Headquarters: 2-12 Iwatsuka Hondori, Nakamura-ku, Nagoya City, Aichi Prefecture 453-0861
- Representative Director and President: Hiroshi Hirayama
- Company Homepage: https://www.sr-net.co.jp/
The results showed that a total of 89.0% of respondents said their behavior changes depending on the price when purchasing products online.
Furthermore, it was found that as prices increase, 'confirmation behaviors' such as checking reviews and comparing products also increase, indicating a tendency to make cautious decisions. The background to this is the psychological desire to 'avoid failure' (68.5%), and the price range at which behavior changes most frequently was '10,000 yen or more' (36.0%).
Survey Results
■ For high-priced items, behaviors such as 66.4% checking reviews and 64.4% comparing products increase.
Specific behaviors when purchasing high-priced items online included:
- Detailed review and word-of-mouth checking: 66.4%
- Comparing multiple products and sites: 64.4%
- Postponing purchase: 49.0%
These responses show that over half of consumers engage in 'confirmation and comparison' behaviors.
In addition, 'checking the actual product in stores' (44.5%) was also observed to some extent, revealing a tendency for more cautious behavior as prices increase.
■ 'Don't want to fail' (68.5%) is the background to confirmation behavior.
The reasons for such behavior included:
- Don't want to fail: 68.5%
- Want to judge if the value is commensurate with the price: 65.1%
- Anxiety about discrepancies from the actual product: 39.0%
These responses indicate that for high-priced items, 'anxiety about failure' is stronger, and confirmation behaviors like review checking and comparison are performed to alleviate this anxiety.
■ The benchmark for behavioral change is '10,000 yen or more.'
Regarding the price at which behavior changes, the results were:
- 10,000 yen or more to less than 30,000 yen: 36.0%
- 3,000 yen or more to less than 10,000 yen: 34.3%
This shows that '10,000 yen or more' serves as a significant turning point.
■ What conditions encourage purchases?
So, what conditions encourage online purchases of high-priced items?
The survey found that the following 'judgment criteria' were ranked highest:
- Sufficient number of reviews/ratings: 56.9%
- Detailed size/specification information available: 51.0%
- High reliability of brand or seller: 49.3%
- Return/exchange guarantee available: 46.9%
■ Purchases are influenced by the 'presence or absence of judgment criteria.'
This survey suggests that purchase behavior for high-priced items is significantly influenced not by the price itself, but by 'whether there is enough information available to make a judgment.'
Consumers become more cautious as prices increase, but this anxiety tends to be resolved by factors such as reviews, detailed information, and comparison materials.
In e-commerce, improving the quality and quantity of information is considered a crucial factor in lowering the hurdle for purchasing high-priced items.
For details on the survey results, please visit: https://alulu.com/media/tips_highpriceitem/
*Request for citation/reprinting of data
When using the survey results/images from this press release, please link to the official website URL of 'Creative Products Mall Aruru' (https://alulu.com/) as the source.
【Survey Overview】
- Target: Online shoppers aged 20-60 nationwide
- Survey Period: April 28, 2026
- Survey Institution: Crowdsourcing site
- Survey Method: Calculation of response ratios for each question item
- Valid Responses: 300 people
【About Creative Products Mall Aruru】
'Aruru' values not only the appeal of products and services but also 'who you buy from,' providing rich content that conveys the history of shops, the passion of producers, and the personalities of craftsmen. It aims to enable customers to encounter favorite products after learning about these stories. Moving forward, we will strive to be a place where 'people (stores) and people (customers)' gather and connect.
■ Aruru Mall
https://alulu.com/
■ Contact
https://alulu.com/contact/
【Company Overview】
- Company Name: System Research Co., Ltd.
- Headquarters: 2-12 Iwatsuka Hondori, Nakamura-ku, Nagoya City, Aichi Prefecture 453-0861
- Representative Director and President: Hiroshi Hirayama
- Company Homepage: https://www.sr-net.co.jp/