[1]武峰.网络环境下消费者购物放弃行为的分析[J].武汉职业技术学院学报,2016,(03):41-46.
　WU Feng.Research and Analysis on the Behavior of Shopping Abandonment Under the Network Environment[J].Journal of Wuhan Polytechnic,2016,(03):41-46.
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网络环境下消费者购物放弃行为的分析()

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《武汉职业技术学院学报》[ISSN:1006-6977/CN:61-1281/TN]

Title:: Research and Analysis on the Behavior of Shopping Abandonment Under the Network Environment

Author(s):: WU Feng; International Business Department, South China Institute of Software Engineering, Guangzhou, 510990, China

Keywords:: Online shopping; shopping cart abandonment; online shopping; shopping abandonment behavior

摘要:: 网上交易经常会发生消费者有购买意向，却没有付款的消费放弃行为。通过探索性因子分析（EFA）方法建立以购物车使用动机、网络能力、操作风险、心理感受、意向选择、商家产品、商家服务和商家信誉八个方面构建影响网购放弃行为的概念模型，再结合验证性因子分析（CFA）方法建立结构方程检验概念模型，发现消费者自身因素是导致网购放弃行为的直接因素，而商家只是间接影响，但商家因素是消费者产生消费行为的起始动因，商家只有认真研究消费者网购的心理动因，才能有效减少放弃行为的发生。

Abstract:: Online transactions often occur the behavior of shopping abandonment which shows the purchase intention of consumers but no payment. Study on the motivation of the consumers' shopping abandonment behavior is very important to meet the consumption and improve the service. Through exploratory factor analysis (EFA), the concept model that influences the online shopping abandonment is constructed from eight aspects including the motivation of using shopping cart, network capability, operation risk, psychological experience, business product, merchant service and business reputation. Then, the model is built by the confirmatory factor analysis (CFA), to establish the concept model of structural equation test, which finds that the consumers are the direct factors that lead to shopping abandonment behavior, while the merchants are the indirect factors. However, the merchants are the starting motivation for the consumer abandonment behavior. Thus, only the merchants study the psychological motivation of consumer abandonment behavior carefully can they reduce the abandonment behavior effectively.

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备注/Memo:: 收稿日期：2016-04-14 基金项目：广东省教育厅2014年度省质量工程项目“大学生校企实践基地建设”（项目编号：粤教高函〔2014〕97号文）。作者简介：武峰（1976-），男，宁夏吴忠人，硕士，广州大学华软软件学院讲师，研究方向：电子商务运营与管理。

更新日期/Last Update: 2016-06-30