Over 50% of Online Shoppers Experience Regret; 60% Change Behavior Due to 'Mismatched Product Expectations'

## Over 50% of Online Shoppers Experience Regret
Alulu Mall, a creative marketplace operated by System Research Co., Ltd. (HQ: Nagoya, Aichi Prefecture), conducted a survey on online shopping regrets targeting 400 experienced online shoppers aged 20 to 60 nationwide.

The results show that 57.5% of respondents have experienced regret after an online purchase.

Furthermore, 63.9% of those surveyed indicated that this experience led them to change their shopping habits. Trends toward strengthened pre-purchase verification were observed, with 69.4% saying they now 'thoroughly check reviews' and 59.9% saying they 'read product descriptions more carefully.'

Additionally, the most common reason for regret was 'the product looked different from the actual image,' at 63.0%, highlighting that the gap between pre-purchase expectations and the actual product is a major driver of regret.

## Survey Results

### 57.5% Have Experienced Online Shopping Regret
When asked if they have experienced regret after an online purchase:
- Frequent (3+ times): 9.5%
- Occasional (1-2 times): 48.0%
In total, 57.5% answered that they have had such an experience.

### 63.9% Changed Behavior Following Regret
When asked if their online shopping behavior changed after such an experience:
- Changed significantly: 13.0%
- Changed slightly: 50.9%
In total, 63.9% answered that their behavior 'changed.'

### 'Review Checking' is the Top Behavioral Change at 69.4%
When asked how their behavior changed, the top responses included:
- Thoroughly checking reviews: 69.4%
- Carefully reading product descriptions: 59.9%
- Checking the seller before purchase: 38.1%
- Verifying the credibility of the shop or brand: 36.7%

Meanwhile, some also reported:
- Stopped purchasing after over-comparing: 16.3%
- Avoiding high-priced online purchases: 10.2%

### 'Mismatched Image' is the Top Reason for Regret at 63.0%
When asked for the reasons behind their regret:
- Product looked different from expectations: 63.0%
- Size/Specifications did not fit: 52.6%
- Quality was below expectations: 52.6%

Conversely, 'Difference from reviews or social media impressions' (7.8%) and 'Impulse buying' (6.5%) were relatively low.

## Online Shopping Regrets Lead to 'Strengthened Verification'
This survey reveals that more than half of online shoppers have experienced regret. Post-regret, there is a clear trend toward confirming more information before making a purchase. However, since 'product image discrepancy' remains the primary reason, it is evident that the gap between online perception and physical reality remains a critical issue.