Influencing Factors’ Study On Consumers’ Online Shopping Cart Abandonment

Along with the Internet development, the electronic commerce developmenttendency is extremely swift and violent. In the electronic commerce market, theonline shopping is without doubt the hottest topic. The market scale of onlineshopping grows rapidly and the influence of online shopping continues to deepen inpeople’s daily life. In2013, China ’s online shopping market transaction reached1.85trillion yuan, increased by42.0%. China ’s online shopping market has maintainedrapid growing since2003, the rate of expansion has been more than any other countryin the world. The rapid change in China’s Internet market needs to be re-recognized.Because of the rapid development of online shopping market, most researchersshift their study perspectives from traditional behavior to online trading. However,most researchers are more concerned about consumers’ online purchasing behavior,and pay little attention to non-purchasing behavior. But non-purchasing behavior isreally popular in online shopping environment. So it is very necessary to study thereason consumers abandon a shopping cart in online shopping environment. Analysisand research on this issue will help web retailers to better understand consumers ’interest, then creat more suitable shopping environment so as to enhance the onlineretailer’s online sales.Based on extensive reading on relevant research literature in the area, wesummarized and proposed influencing factors of consumers online shopping cartabandonment. And then we introduced the existing research results and build up thefactor model of consumer online shopping cart abandonment, and proposedcorresponding assumptions. In order to verify the validity of these assumptions, wedesigned a questionnaire and distributed them to online-shoppers to collect data andconduct an empirical research. The questionnaire is deliverd to online shoppers whohas abondoned their shopping cart more than once. After recycling investigation data,we used statistical software SPSS19.0to conduct statistical analysis. and then veritifyall suppositions. Based on the results, we put forward some suggestions to the onlineretailers, helping them to reduce abandoned shopping carts, thereby increase shoppingcart conversion rates and finally boost sales.