نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشیار، گروه مدیریت بازاریابی، دانشکده کسبوکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.
2 دانشجوی دکتری مدیریت بازرگانی ، دانشکده مدیریت کسب و کار ، دانشگاه تهران ، تهران ، ایران
3 کارشناسی ارشد مدیریت کسب و کار ، دانشکدگان فارابی دانشگاه تهران ، تهران ، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective and Purpose
Shopping cart abandonment is one of the common issues in e-commerce environments that directly affects business revenue and performance. With the increasing prevalence of online shopping, this phenomenon has become a serious concern that requires careful attention and analysis. According to global statistics, the cart abandonment rate on e-commerce websites can reach 70% or higher, indicating that a large number of customers proceed to the final stages of the purchasing process but abandon their purchases for various reasons. Multiple factors contribute to shopping cart abandonment, including high prices, hidden costs such as shipping fees, the complexity of the purchasing process, lack of trust in the website, and insufficient product information. Additionally, buyer characteristics play a crucial role in this process. Buyers' behaviors and expectations may be influenced by psychological and social factors, which in turn affect their decision-making. Alongside these factors, website attributes are also highly significant. Moreover, product characteristics impact buyers’ final decisions. Factors such as quality, variety, and the availability of accurate and comprehensive product information can enhance buyers' confidence and increase the likelihood of completing a purchase. This study aims to identify and evaluate the factors influencing shopping cart abandonment using a fuzzy cognitive mapping approach in both online and offline platforms.
Method
This research is applied in terms of purpose and follows an exploratory mixed-method approach in nature. The study employs fuzzy cognitive mapping as its primary methodology. Both qualitative and quantitative methods were used for data collection and analysis. The research population consists of marketing experts and professionals familiar with the subject matter. The sample participants were selected through purposive sampling, and based on the applied technique, the research problem, and the expertise of individuals, a total of seven participants were ultimately chosen. The factors influencing shopping cart abandonment were identified and finalized through multiple iterative sessions with experts, and the collected data were analyzed using FCMapper software.
Findings
The results of this study indicate that four main dimension influence shopping cart abandonment: (1) Shopping characteristics (including factors such as price, discounts, and payment conditions), (2) Buyer characteristics (including psychological behaviors, needs, and customer preferences), (3) Website characteristics (including website design and ease of use), and (4) Product characteristics (including quality, variety, and product-related information). Each of these dimensions comprises specific components and indicators, totaling 25 components and 33 indicators.
Conclusion
The findings of this study contribute to the theoretical and empirical literature on shopping cart abandonment and enhance managers' and researchers' awareness of the factors influencing this phenomenon. Therefore, it is recommended that managers consider the results of this study when planning and implementing their strategies to effectively reduce cart abandonment rates, ultimately leading to increased sales and customer satisfaction. This research provides a solid foundation for future studies in consumer behavior and customer experience management. It can assist businesses in accurately identifying the key factors influencing cart abandonment and designing appropriate strategies to attract and retain their customers.
کلیدواژهها [English]
)