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Online Purchasing Habits and Decision Drivers Survey

Measures how often people shop online, what actually drives a buy-or-abandon decision, and where friction shows up in checkout, delivery, and returns. An AI follow-up interview reconstructs a real recent purchase (or near-purchase) moment instead of relying on generic satisfaction ratings, making it useful for e-commerce and retail teams diagnosing drop-off.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

14 questions · ~7 min
Q01
Message

Hi! We're trying to understand how you shop online — what makes you buy, what makes you hesitate, and what could be easier. This takes about 8 minutes and there are no right or wrong answers.

Q02
Multiple ChoiceRequired

In the last 3 months, how often have you made a purchase online?

  • Not at all
  • Once
  • 2-3 times
  • 4-10 times
  • More than 10 times
Q03
Multiple Choice

What was the most recent thing you bought online?

  • Clothing or footwear
  • Electronics or gadgets
  • Home or household goods
  • Groceries or food delivery
  • Health or beauty products
  • Digital product or subscription
  • Something else
Q04
Best–Worst Trade-off (MaxDiff)Required

When deciding whether to buy from an online store, which of these matter most to you — and which matter least?

  • Price compared to alternatives
  • Shipping speed
  • Shipping cost
  • Product reviews and ratings
  • Easy return or refund policy
  • Trust in the brand or seller
  • How easy the website is to use
  • Range of products available
  • Availability of preferred payment methods
Pick best & worst per setBest:Matters mostWorst:Matters least
Q05
MatrixRequired

How much do you agree with each statement about your recent online shopping experiences?

5 rows × 5 columns
  • Checkout was quick and straightforward
  • I trusted the site with my payment details
  • Delivery arrived when it was promised
  • It was easy to track my order
  • Returning or exchanging an item was hassle-free
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q06
Multiple Choice

In the last 3 months, what has caused you to add items to a cart online but not complete the purchase?

  • Shipping cost was higher than expected
  • Delivery would take too long
  • Had to create an account
  • Found a cheaper price elsewhere
  • Payment or checkout process was confusing
  • Wasn't sure about the return policy
  • Just wanted to compare, wasn't ready to buy
Q07
Opinion ScaleRequired

How likely are you to recommend the online store you shop with most often to a friend or colleague?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q08
Price Sensitivity (Van Westendorp)

Think about (Replace with your product or service, e.g. 'a mid-range wireless headphone') sold online. (Template note: swap in the specific product or service you're pricing before launching.)

  • At what price would you consider this product so cheap that you'd question its quality?
  • At what price would you consider this product a bargain — a great buy for the money?
  • At what price would you consider this product starting to get expensive, but still worth considering?
  • At what price would you consider this product too expensive to consider buying?
Q09
Rating Scale

Overall, how would you rate the returns or refund process at the online stores you shop with?

Range: 1 – 5
Min:Very poorMax:Excellent
Q10
AI Interview

Ask the respondent to walk through the most recent time they either abandoned an online cart or almost didn't complete a purchase. Anchor on specifics: what were they buying, at what step did they hesitate or stop, and what would have changed their mind. If they say they always complete purchases without hesitation, probe instead for a time a purchase experience frustrated or surprised them after the order was placed.

Q11
Message

Just a few quick details to help us group responses — all optional.

Q12
Multiple Choice

Which age range do you fall into?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q13
Multiple Choice

Which best describes your annual household income?

  • Under $30,000
  • $30,000-$59,999
  • $60,000-$99,999
  • $100,000-$149,999
  • $150,000 or more
  • Prefer not to say
Q14
Message

Thanks so much for sharing your shopping experiences! Your answers will be combined with others to help improve the online checkout, delivery, and returns experience.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Uses an AI follow-up interview that reconstructs a real recent purchase or near-purchase moment instead of just asking generic satisfaction ratings, so teams see actual decision context, not abstractions
  • Combines a MaxDiff exercise on purchase-decision drivers with a matrix on shopping experience agreement and a dedicated question on cart-abandonment causes, giving both a ranked-priority view and a friction-point view in one flow
  • Includes a Van Westendorp price-sensitivity block and a returns/refund rating alongside an opinion-scale recommendation question, so pricing perception and post-purchase friction are captured in the same instrument
  • Opens and closes with plain-language chat messages framing the study and explaining how responses will be used, plus optional demographic questions at the end, keeping the respondent experience transparent and low-pressure

QuestionPro

Online purchasing survey questions + Sample questionnaire template

This is a sample questionnaire and question-bank style page rather than a single ready-to-field survey with a fixed flow. It covers standard online purchasing topics (frequency, channels, satisfaction) that overlap with our template's scope. It reads more as a reference library for building your own survey than a packaged, launch-ready instrument.

What it does well

  • Broad library of pre-written online purchasing questions to draw from
  • Established survey platform with reporting and distribution tools
  • Content is presumably informed by market research best practices

Where it falls short

  • No adaptive AI follow-up interview to probe an individual's actual recent purchase or abandonment story
  • As a sample question set, it likely requires manual assembly into a coherent, ready-to-field flow
  • No published methodology or prompt transparency for how questions were validated

Jotform

Consumer Purchasing Habits Survey Form Template

A ready-to-use, customizable form template aimed at general consumer purchasing habits, which is a reasonable but broader match than a checkout/delivery/returns-focused instrument. It benefits from Jotform's drag-and-drop form builder and integrations, but it is a static questionnaire rather than a conversational research tool.

What it does well

  • Easy to customize and embed via Jotform's form builder
  • Ready-made template lowers setup time for basic consumer research
  • Integrates with Jotform's broader form and workflow ecosystem

Where it falls short

  • No AI-driven follow-up interview or voice interview to reconstruct a specific recent purchase moment
  • Static question set can't adapt in real time to a respondent's abandonment or friction story
  • No automated per-response quality scoring or auto-generated analysis reports

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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