This article examines why consumers prefer no-choice option in the online shopping situation albeit the traditional focus of choice deferral has been on offline shopping situation. It is posited that the more people think sufficiently about the quantity and quality of information the less they perceive performance risk and prefer a no-choice option. The decision to defer choice is influenced by the type of products and information. Three important findings are identified as the result of the experiment. First, the tendency to defer buying search goods is lower when information on search attributes is provided richly compare to when it is provided poorly. Second, the tendency to defer buying experience goods is lower when information on experience attributes is provided richly compared to when it is provided poorly. Finally, when people buy credence goods, the minimum level of information thought to be sufficient is higher than that regarded to be sufficient when buying search or experience goods, regardless of the significance of either the search or experience attributes.
