文献类型：期刊文献

中文题名：网络环境下消费者购物放弃心理与行为的研究

英文题名：An Study on the Behaviors of Abandoning Shopping Online

作者：杜伟宇[1]

机构：[1]华东理工大学商学院,上海200237

年份：2008

卷号：1

期号：1

起止页码：71

中文期刊名：心理研究

外文期刊名：Psychological Research

收录：国家哲学社会科学学术期刊数据库

语种：中文

中文关键词：网络购物;放弃行为;关键事件技术

外文关键词：shopping online; abandoning shopping behavior; critical incident technique

摘要：网络环境下许多消费者具有购买商品的倾向,但最终还是放弃了购物。针对这一现象,研究采用关键事件技术,以258个网络购物放弃行为的事件为研究对象,分析了放弃网络购物的原因。研究表明放弃购物的5个最主要原因分别是质量风险、便利性、感知性、购买成本和财务风险;不同性别和不同购物频率的消费者,放弃购物的原因也有一定的差别;多数消费者还是抱着尝试的心态进行网络购物,尝试购物失败成为网络购物增长的最主要障碍。
A lot of people incline to buy some products online, but at last they give up shopping online. Based on critical incident technology （CIT）, the paper surveys 258 incidents of the abandoning shopping behavior online in order to analyze how to cause the behaviors of abandoning shopping online. The research shows that five main causes of abandoning shopping is perceived risk on quality, convenience, perceiving, the cost of purchasing, and perceived risk on finance in turn. The reasons of abandoning purchasing are different on different sex and the different frequency of purchasing. At present, most of consumers try to shopping online, but the failure of trying to shopping is an important barrier on the shopping online.