摘要
研究消费者在电子购物环境下如何放弃他们的购物行为以及为何放弃,在理论上可以确定消费者在线购物背后的驱动因素以及抑制网上交易完成的主导因素,在实践中有助于网上零售商更好地了解消费者的消费偏好和兴趣,打造迎合消费者喜好的网站,以提升销售业绩。研究发现:在消费者在线购物过程中,在线购物娱乐价值、在线购物车组织功能和低价偏好显著影响购物放弃行为。
To study why and how the consumers abandon their shopping behavior of online shopping, in theory, can find the driving factors of consumer behind online shopping and the factors which prevent the online transac- tions. In practice, this study can help the retailers get to know the consumers＇ preferences and interests well, and can help the consumers create a website to meet the consumers＇ preferences to improve sales performance. The result shows that entertainment value, the organizational functions of online shopping carts and cheap price in the process of consumers＇ online shopping could influence the abandonment behavior of online shopping re- markably.
出处
《税务与经济》
CSSCI
北大核心
2013年第2期26-31,共6页
Taxation and Economy
基金
国家自然科学基金项目"基于共创价值的互动导向
顾客行为与企业绩效的实证研究"(项目编号:71172163)
教育部规划课题"双维度市场导向
创新与企业绩效关系研究"(项目编号:10YJA630192)
关键词
在线购物
放弃行为
消费者
驱动因素
online shopping
abandonment behavior
consumer
driving factors
