Bias towards purchasing tangible vs virtual goods People may have very little hesitation in spending $3 on a coffee once a week, but when it comes to buying things online, such as virtual goods or services, they are often much more reluctant. 


Is there a block when it comes to buying things online?
If so, why?
Is there a name for this phenomenon?
Is so, how can someone selling something online (e.g. an online service provider or a software company) get around this and make customers less hesitant when shopping online?
Grabner-Kräuter et al (2003) suggest that


  Lack of trust is one of the most frequently cited reasons for
  consumers not purchasing from Internet vendors.


References


Grabner-Kräuter, S., &amp; Kaluscha, E. A. (2003). Empirical research in on-line trust: a review and critical assessment. International Journal of Human-Computer Studies, 58(6), 783-812. http://dl.acm.org/citation.cfm?id=941185