77.3% of Consumers Cite 'Awkward Language' as Top Reason for Distrust in E-commerce; 64.7% Abandon Purchases

## 77.3% of Consumers Cite 'Awkward Language' as Top Reason for Distrust in E-commerce; 64.7% Abandon Purchases

Alulu Mall, operated by System Research Co., Ltd. (Headquarters: Nagoya, Aichi Prefecture), conducted a survey among experienced online shoppers nationwide regarding the 'suspiciousness' of online shopping.

The results show that 83.7% of respondents have experienced feeling a store was 'suspicious' while shopping online. When asked about signs that indicate a lack of trust, the most common response was 'awkward Japanese or writing' (77.3%). Furthermore, when asked about their reaction to feeling a site is suspicious, 64.7% reported they would 'abandon the purchase.' These findings highlight the critical importance of building trust before the point of sale.

### Survey Results

#### Over 80% Have Experienced Suspicion in Online Shopping
When asked if they have ever felt a store was suspicious, 21.0% answered 'often,' and 62.7% answered 'sometimes,' totaling 83.7%. With online shopping now commonplace, consumers are increasingly cautious when verifying information.

#### 'Awkward Language' Is the Top Factor for Distrust (77.3%)
When asked about signs of untrustworthiness, the top responses were:
- Awkward Japanese or writing: 77.3%
- Extremely low pricing: 54.6%
- Unnatural reviews: 50.6%
Other notable concerns included 'lack of company or seller information' (35.1%) and 'unclear contact information' (27.1%). This indicates that consumers assess reliability holistically, beyond just text and price, by considering external evaluations like reviews and seller details.

#### 64.7% Abandon Purchases When Feeling Suspicious
Regarding their actions upon sensing a site is suspicious:
- Abandon the purchase: 64.7%
- Search for the same product in another shop: 19.0%
- Purchase after checking reviews or feedback: 10.0%
Most consumers tend to stop the purchase entirely rather than seek additional information. Recovering trust after losing it is clearly a difficult challenge.

#### 'Customer Reviews' Are Most Consulted in Purchase Decisions
When asked which information is consulted most during purchase decisions, 'Customer reviews' led at 36.0%, followed by 'Company information' (25.0%) and 'Product descriptions' (17.0%). While reviews are the most consulted, one in four consumers places importance on company information, showing that trust in the seller is as vital as the product information itself.

### Most Consumers Leave Immediately Upon Losing Trust
This survey confirms that over 80% of shoppers have had suspicious experiences online, primarily due to poor language, unnatural reviews, and suspiciously low prices. Additionally, with 64.7% abandoning purchases, it is clear that many consumers exit before even attempting to check reviews or company details.

In online commerce, trust building prior to purchase—encompassing product appeal, pricing, natural expression, and transparent information—is paramount. Once distrust is established, it often leads to immediate churn, making secure and transparent information design more essential than ever.