基于品类视角的网上购物车放弃研究

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2019-08-05 DOI:10.1080/15332861.2019.1641782

Jae‐Do Song

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引用次数: 17

摘要

消费者的行为和决策过程会因产品特性的不同而不同。为了确定导致解释网上购物车放弃的特征，本研究采用产品类别作为分析单位，确定各种购物活动的产品分类变量和动机。本研究结果表明，在购物行为动机中，深思熟虑、线下实物检查和享乐购物价值对购物车放弃有显著影响。在产品分类变量中，价格、感知重要性、象征价值、体验属性和购买频率通过购物活动动机对购物车放弃有间接显著影响。最后，价格对购物车放弃有直接影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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A Study on Online Shopping Cart Abandonment: A Product Category Perspective

Abstract Consumer behavior and decision processes can differ according to product characteristics. To determine the characteristics that lead to explaining online shopping cart abandonment, this study adopts product categories as the unit of analysis and identifies product categorization variables and motivations for various shopping activities. The results of the present analysis indicate that among the motivations for shopping activities, deliberation, offline physical inspection, and hedonic shopping value have significant effects on cart abandonment. Among the product categorization variables, price, perceived importance, symbolic value, experience attribute, and purchase frequency have indirect significant effects on cart abandonment through the motivations for shopping activities. Finally, price has a direct effect on cart abandonment.

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.