Researches On The Influence Factors Of Consumers’ Abandon Online Orders

More and more consumers tend to shopping on the internet during the popularity of online shopping. According to Chinese IT Rsearch Center’s research, the number of online shopping users in our country would reach to 310 million by the end of 2013. Online shopping becomes popular is partly attributed to the convenience of online environment which can overcome time and space differences in shopping. Along with the increase of the number of online shopping and trading volumes, there are some questions exist. Some researchers showed that 88% of online shopping users had abandon online shopping cart without buy any merchandise online. This paper is trying to study the factors which may influence consumers abandoning online orders, which may help reduce the potential loss of e-commerce platforms and online retailers.First of all, this paper summarizes some likely factors that could have effect on abandoning online orders. And then, it sets a conceptual model about non-paying factors on the basis of relevant theories and previous researches. At the same time,11 assumptions are putting forward. And the informal and formal investigations obtained 271 valid questionnaires are used to test the effectiveness of the model. After that, the data of questionnaires are validated by software named SPSS19.0 and AMOS17.0, and this paper employs a confirmatory factor analysis to calculate path coefficients and judge whether the assumptions of model were significant or not. At last, conclusions are given to improve the present situations of services and made marketing advices.This paper shows the influence factors of abandoning online orders were entertainment recognition, online shopping satisfaction, buying situations, online shopping experiences, and etc. Among these factors, online shopping satisfaction has a negative impact on abandoning online orders. The rest of the factors would have positive influences. In addition, perceived risk, perceived service quality, perceived entertainment and online shopping experiences had indirect influence on abandoning online orders without payment.Contributions of this paper lied in that the theme is novel, and the topic could explain the difference between purchasing intentions and buying actions. Secondly, conclusions about this paper are valuable, such as the sense of entertainment, satisfaction and purchasing situations are discovered as the main influence factors of the theme. The third, advices are reasonable and feasible. In order to reduce consumers’ perceptions of entertainment about abandoning online orders, e-commerce platform could freeze the suspicious consumers who abandon online orders likely, and strengthen personnel skills of network security department. In terms of buying situations, online transportation expenses on the web should be the actual freight cost, rather than the first weight cost of the transportation expense. And the usage of coupons should not be too complicated. Online retailers could employ experienced online service staff, and increase the number of servers or provide detailed descriptions of products to improve service quality. It is necessary to prompt network account security knowledge widely and enhance consumer’s sense of presence in reducing consumers’ perceived risk of online shopping, etc.