دانلود مقاله مدلی از ترک کردن سبد خرید آنلاین
چکیده
مقدمه
مرور مطالعات پیشین، پیشینه نظری و چارچوب مفهومی
روش
نتایج
بحث
منابع
Abstract
Introduction
Literature review, theoretical background, and conceptual framework
Method
Results
Discussion
References
چکیده
این تحقیق رفتار مصرف‌کننده آنلاین را در زمینه تجارت الکترونیک با تمرکز بر استفاده از سبد خرید آنلاین مصرف‌کننده و رها کردن سبد خرید بررسی می‌کند. مدلی که ریشه در تئوری استفاده‌ها و رضایت‌ها، نظریه یکپارچه پذیرش و استفاده از فناوری، و مفهوم قیف خرید دارد، برای توضیح روابط پیش‌بینی‌شده توسعه یافته است. یافته‌های تجربی بر اساس داده‌های جریان کلیک نشان می‌دهد که بازگشت به سبد خرید موجود، استفاده بعدی از سبد خرید را افزایش می‌دهد و رها شدن سبد خرید را کاهش می‌دهد. برعکس، مشاهده صفحات ترخیص کالا و مشاهده تعداد زیادی بررسی محصول هم استفاده از سبد خرید و هم رها شدن از سبد خرید را افزایش می دهد. مرور صفحات محصول باعث کاهش استفاده از سبد خرید و افزایش رها شدن سبد خرید می شود. نقش تعدیل‌کننده خرید مبتنی بر گوشی‌های هوشمند نیز مورد بررسی قرار می‌گیرد، با تأثیرات تعدیل‌کننده عمدتاً در اوایل قیف خرید که بر استفاده از سبد خرید تأثیر می‌گذارد و به میزان کمتری بر رها شدن سبد خرید تأثیر می‌گذارد. مشارکت های نظری و مفاهیم مدیریتی برای بازاریابان دیجیتال ارائه شده است.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
This research investigates online consumer behavior in an e-commerce context with a focus on consumer online shopping cart use and subsequent cart abandonment. A model rooted in the Uses and Gratifications Theory, the Unified Theory of Acceptance and Use of Technology, and the concept of the purchase funnel is developed to explain the predicted relationships. Empirical findings based on clickstream data show that returning to an existing cart increases the subsequent cart use and decreases cart abandonment. Conversely, viewing clearance pages and viewing a large number of product reviews increases both cart use and cart abandonment. Browsing product pages decreases cart use, and increases cart abandonment. The moderating role of smartphone-based shopping is also examined, with the moderating effects primarily occurring early in the purchase funnel affecting cart use, and influencing cart abandonment to a smaller degree. Theoretical contributions and managerial implications for digital marketers are provided.
Introduction
A known managerial problem concerning marketers and retailers is the alarmingly high rate of online shopping cart abandonment, defined as consumers’ placement of item(s) in their online shopping cart without making a purchase of any item(s) during that online shopping session (Kukar-Kinney & Close, 2010, p. 240). Industry studies show that more than 80% of online shopping carts are abandoned worldwide (Statista, 2020), leading to billions of unrealized sales dollars. Such high abandonment rates raise two important questions for marketers. First, beyond a transactional purchase, what drives consumers to place items in an online shopping cart? Furthermore, why does shopping cart abandonment occur?
Results and analyses
We begin with a discussion of the main effects on cart use. The results of the zero-inflated Poisson model for the impact on cart use are displayed in Table 5 and are discussed next. Model 1 includes only the control variables. In Model 2, we add the investigated direct effect variables. Model 3 includes all of the investigated variables including their interactions with device type (smartphone vs. other devices). Our analysis is guided by Yli-Renko and Janakiraman (2008). We first mean centered all variables and their interaction terms by subtracting the mean of each variable from all observations of that variable in the dataset such that the variable’s new mean was zero (Aiken & West, 1991). Variance inflation factors were all below 2.5, indicating than multi-collinearity is not an issue. The comparison of all three models shows Model 3 as the best fit with the lowest BIC and log-likelihood values.
H1a Starting an online shopping session with an existing cart is associated with higher online shopping cart use.
H1b Starting an online shopping session with an existing cart is associated with lower online shopping cart abandonment.
H2 Seeing sold-out products is associated with higher online shopping cart use.
H3a Visiting a clearance section of a shopping website is associated with an increase in online shopping cart use.
H3b Visiting a clearance section of a shopping website is associated with an increase in online shopping cart abandonment.
H4a Retailer-provided information search (i.e., browsing a large number of product pages) is associated with an increase in online shopping cart use.
H4b Retailer-provided information search (i.e., browsing a large number of product pages) is associated with an increase in online shopping cart abandonment.
H5a Consumer-provided information search (i.e., reading customer reviews) is associated with an increase in online shopping cart use.
H5b Consumer-provided information search (i.e., reading customer reviews) is associated with an increase in online shopping cart abandonment.
H6a Shopping on a smartphone (vs. other devices) is associated with an increase in online shopping cart use.
H6b Shopping on a smartphone (vs. other devices) is associated with an increase in online shopping cart abandonment.
H7 Shopping on a smartphone (vs. other devices):
a) strengthens the relationship of: starting the session with an existing cart, having visited a clearance page, and the number of products viewed on online shopping cart use,
and b) attenuates the relationship of the number of product reviews seen and of the sold-out items seen on online shopping cart use.