Ascending or Descending?Research on the Effect of Product Sorting on Online Shopping Cart Abandonment Behavior
The vigorous development of e-commerce has made the capacity of online shopping carts continue to increase.In addition to the functions of adding products and checking out,consumers also use shopping carts to collect products,compare information,and collect orders for promotions and other functions.For this purpose,a large number of products are added to the online shopping cart,but they are not"emptied",and the behavior of leaving the products in the shopping cart is called"online shopping cart abandonment behavior".Previous literatures have studied a large number of antecedent variables that affect online shopping cart abandonment behavior,including platform perception factors,consumer subjective factors,shopping behavior factors,and product factors in the pre-decision stage of online shopping.However,there is no research on the impact of online shopping cart abandonment behaviors from the perspective of the decision-making stage after online shop-ping,that is,the sorting rules of products in digital shopping carts,and there is a lack of discussions on intermediary mechanisms and boundary mechanisms.Based on the post-decision stage of shopping,the effect of chronological order(ascending&descending)on online shopping cart abandonment behavior,and alternative the explanations for psychological ownership and oblivion are proposed.Through one interview and two stud-ies,the results show that the sorting method in ascending time order alleviates the problem of consumers' choice overload and effectively reduces the abandonment of online shopping carts.
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