With the development of modern information technology, online shopping is influencing people’s daily life more deeply. According to 2012 China Online Shopping Market Research Repot, the frequency of online shopping and consumption amount are increasing significantly. Today online shopping is getting accepted by more and more consumers and being paid attention by more and more entrepreneurs and scholars. The research shows that a lot of consumers abandon the online shopping cart during the process of shopping, which means they finally abandon shopping because of being affected by some factors. By analyzing and studying these factors, the article aims to help the E-retailers to get a better understanding of the consumer psychology and behavior, so as to offer an effective reference for building up a more appropriate shopping environment. By interview and questionnaire, this research made an empirical study and examined the influencing factors of online shopping cart abandonment. Previous research demonstrates that online shopping cart abandonment is mainly affected by some factors like entertainment value, the function of online shopping, concerns for low cost, buying procedure, privacy/security concerns. First, this study interviewed thirty-three online consumers, collecting the concrete factors related to online shopping cart abandonment and combing with the result from previous study, a questionnaire containing the influencing factors of online shopping cart abandonment was developed. Then a survey was conducted by collecting data from 428 online shopping consumers. Seven factors that relate to online shopping cart abandonment were extracted, including the basic function of online shopping cart and its extended function, product quality risk, buying procedure, entertainment value, concerns for low cost, privacy/security concerns. Different from the previous study, this research indicates that the basic function and the extended function of the online shopping cart may be two separate factors. The results showed that the extended function, product quality risk, entertainment value, and concerns for low cost have a significant effect on the online shopping cart abandonment. Theoretical implications and suggestions for online shopping website are discussed.
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