认知冲突对价值意识与网络购物车放弃关系的调节作用

IF 2.9 Q2 BUSINESS

International Review of Retail Distribution and Consumer Research Pub Date : 2021-10-20 DOI:10.1080/09593969.2021.2002386

Sita Mishra, Gunjan Malhotra, S. Tiwari

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引用次数: 8

摘要

放弃网上购物车已经成为困扰电子零售企业的主要问题。本研究旨在了解消费者的网上购物行为，并就放弃购物车背后的心理和认知因素提供有价值的见解。本研究采用结构方程建模和SPSS过程宏进行数据分析。结果表明，“比较购物”在价值意识与购物车放弃之间起中介作用。此外，认知冲突调节了价值意识对比较购物中购物车放弃的中介作用。本研究通过识别影响在线购物车放弃行为的因素，同时考察印度在线市场的认知一致性理论，为消费者行为和零售文献做出贡献。它列举了几个重要的启示和策略，为电子零售商，他们可以实施，以减少购物车的放弃。

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Moderating effect of cognitive conflict on the relationship between value consciousness and online shopping cart abandonment

ABSTRACT Online shopping cart abandonment has become a major problem for e-tailing firms. This study aims to understand consumers’ online shopping behavior and provide valuable insights regarding psychological and cognitive factors behind shopping cart abandonment. The study uses structural equation modeling and SPSS process Macro for data analysis. The results show that ‘comparison shopping’ mediates the relationship between value-consciousness and shopping cart abandonment. Further, cognitive conflicts moderate the mediating effect of value-consciousness on shopping cart abandonment through comparison shopping. This study contributes to consumer behavior and retailing literature by identifying factors that influence online shopping cart abandonment behavior while examining cognitive consistency theory in the Indian online market. It enumerates several important implications and strategies for e-tailers, which they could implement to reduce shopping cart abandonment.

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来源期刊

International Review of Retail Distribution and Consumer Research BUSINESS-

CiteScore

6.90

自引率

5.60%

发文量