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Shopping Cart Abandonment: A Comparison Between American and Taiwanese Perspectives

Author

Listed:
  • Chuleeporn Changchit

    (Texas A&M University – Corpus Christi, USA)

  • Tzong-Ru Lee

    (National Chung Hsing University, Taiwan)

Abstract

Despite the fact that millions of people use the Internet every day and visit various shopping sites, it is interesting to find that quite a few of them do not complete purchase transactions. It is still a major challenge for online businesses to learn why these e-shoppers chose not to complete the process. This study aimed at comparing the factors that influence the purchase intent and shopping cart abandonment between American and Taiwanese consumers. Three hundred and eighty-six (386) Americans and three hundred twenty-nine (329) Taiwanese participated in this study. The research findings may be used by online businesses to help recognize the factors that influence purchase intentions of these two nationalities. The results should help online businesses gain an understanding of these factors and thus direct their efforts to develop features that satisfy the needs of their target customers.

Suggested Citation

  • Chuleeporn Changchit & Tzong-Ru Lee, 2013. "Shopping Cart Abandonment: A Comparison Between American and Taiwanese Perspectives," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management,, ToKnowPress.
    • Handle: RePEc:tkp:tiim13:s4_161-174
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    References listed on IDEAS

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    1. Forsythe, Sandra M. & Shi, Bo, 2003. "Consumer patronage and risk perceptions in Internet shopping," Journal of Business Research, Elsevier, vol. 56(11), pages 867-875, November.
    2. Ching-Fu Chen & Ya-Ling Kao, 2009. "Relationships between process quality, outcome quality, satisfaction, and behavioural intentions for online travel agencies -- evidence from Taiwan," The Service Industries Journal, Taylor & Francis Journals, vol. 30(12), pages 2081-2092, July.
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