Analysis of Factors Influencing Purchase Decision Postponement and Online Shopping Cart Abandonment

Autor: CHENG, YA-HSIN, 鄭雅心
Rok vydání: 2019
Druh dokumentu: 學位論文 ; thesis
Popis: 107
Online shopping carts and the way consumer use them are analogous to a shopping cart or basket in brick-and-mortar stores. Consumer place their items in online-shopping cart after searching and browsing goods information, they can proceed to check out easily. Although Online shopping continues to grow in popularity, shopping cart abandonment rate in the global region generally stay in a high level without going down. The factors of shopping cart abandonment are diverse. Therefore, the purpose of this study is to understand online shopping experience, and explore the value cognitions (perceived price, perceived convenience, and perceived risk) influencing purchase decision postponement and online shopping cart abandonment. The questionnaires gathered through internet found that online shopping plan-based buyers account for 60%, and non-planned buyers account for 40% in Taiwan; the average monthly online purchase of 1-2 times accounts for up to 49.8%; the average monthly online purchase cost of 2000-5,000 dollars accounts for 44.6%; preference device for online shopping is mobile device up to 73.5%. The result shows that gender correlates with purchase motivation, online shopping experience and device preference; age correlates with the average monthly online purchase cost and online shopping experience; online shopping experience correlates with the average monthly online purchase times and the average monthly online purchase cost; purchase motivation correlates with the average monthly online purchase times, the average monthly online purchase cost and device preference. According to the analysis, both perceived price and perceived risk positively influenced purchase decision postponement; perceived convenience negatively influenced purchase decision postponement; purchase decision postponement positively influenced online shopping cart abandonment. Furthermore, there are significant cognitive differences of perceived risk and purchase decision postponement by the average monthly online purchase times.
Databáze: Networked Digital Library of Theses & Dissertations
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