The Inhibitory Mechanism of Information Disclosure Transparency on Purchase Hesitation in E-Commerce: A Moderated Mediation Analysis Integrating Signalling Theory and the SOR Model

This study integrates the SOR framework with signalling theory, centring on information disclosure transparency as the core construct, to systematically examine its direct and indirect effects on consumers’ purchase hesitation. It specifically investigates the mediating roles of seller uncertainty and product uncertainty, whilst also testing the moderating effects of product price, type, and attributes. The research employs PLS-SEM in conjunction with the PROCESS Macro for empirical validation, drawing on 814 valid responses collected from online consumers in Taiwan. The principal findings indicate the following: (1) information disclosure transparency exerts a significant negative direct effect on purchase hesitation (B = −0.582, p < 0.001); (2) both seller uncertainty (indirect effect = −0.061) and product uncertainty (indirect effect = −0.060) exhibit partial mediation; (3) the model demonstrates strong predictive relevance for purchase hesitation (Q2 = 0.486), underscoring its robust explanatory power in consumer decision-making processes; and (4) product price, type, and attributes significantly moderate the relationships between information disclosure transparency and the two uncertainty constructs. By extending signalling theory—originally developed in traditional markets—to the digital consumption context, this study provides empirical support for the signalling efficacy of information disclosure. It thereby offers an alternative theoretical lens for analysing consumer behaviour in online environments.