کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
6901325 1446493 2017 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Segmenting & profiling the deflecting customer: understanding shopping cart abandonment
ترجمه فارسی عنوان
تقسیم کردن و پروفایل کردن مشتری انحراف: درک خرید سبد رها کردن
کلمات کلیدی
سبد خرید رها کردن، رفتار آنلاین آنلاین، آنالیز خوشه ای، تقسیم بندی بازار، خطرات درک شده، حسابداری ذهنی، بودجه روحی،
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر علوم کامپیوتر (عمومی)
چکیده انگلیسی
Further, rather than looking at the manifestations of the behavior and the role of elements such as website characteristics that may be responsible for its occurrence; the paper looks at specific antecedents namely- perceived risks associated with an online purchase decision as well as mental accounting and budgeting that the consumer may carry out when faced with a decision dilemma. A 5-point, 20 item Likert scale questionnaire was designed and validated before conducting the filed study. A usable sample of 350 adult online consumers who had indulged in SCA, was segmented based their usage behavior into three distinct segments of low, medium and high SCA. Further, a segment comparison indicated stark difference in the perception of the perceived risks they experienced, as well as the mental accounting they carried out while making the final purchase. The higher was the incidence of perceived risk, more was the likelihood of SCA. The high SCA group also demonstrated significant cognitive dissonance on account of the mental budgeting they considered for the product/category. The research has important academic and market driven implications that may be critical in understanding and dealing with the phenomenon.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Procedia Computer Science - Volume 122, 2017, Pages 392-399
نویسندگان
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