以評估理論探討線上購物車放棄行為：認知評估、情緒誘發與因應策略觀點

Applying Appraisal Theory on Online Cart Abandonment: The Perspectives of Cognitive Appraisal, Emotion Elicitation, and Coping Strategy

本研究以評估理論之認知評估過程探討網站設計評估、電子服務品質、情緒誘發，以及線上購物車放棄之因應策略。消費者必須具有線上購物車放棄之經驗者，共取得 411 份有效問卷並以結構方程模式進行分析。資料分析結果顯示，以瀏覽結構與資訊內容為電子資訊品質之前置因子，效率與實現對不滿意感具有負向影響，而不滿意感會導致購物車放棄行為。失敗的網站設計會造成消費者對線上零售商店服務品質有負面認知，進而產生不滿意感，最終導致放棄線上購物車行為。因此，本研究建議網路賣家應致力改善其網站設計，尤其資訊內容的陳列以及具有邏輯與層次性的網站結構設計等。綜言之，網頁的瀏覽結構應具備其邏輯性及易移動性，才能降低消費者放棄購物車的可能性。 This study adopted the cognitive appraisal process of appraisal theory to investigate the relationships among website design assessment, e-service quality, emotion elicitation, and the cart abandonment coping strategy. A total of 411 valid surveys were collected, all of whom had experience with abandoning online shopping carts. The analytical results of SEM show that navigation structure and information content are appropriate antecedents for the scales of e-service quality. Efficiency and fulfillment both negatively influence dissatisfaction, while dissatisfaction results in cart abandonment behavior. This research discovers that website design failure may lead consumers to have negative perceptions of the online retailer’s service quality, which then generates dissatisfaction and can eventually result in online shopping cart abandonment. This study thus suggests that online vendors should improve their website design, especially in terms of the display of the information content and the use of a logical, hierarchical website structure. In summary, the navigation structure of webpage should be logical and easy to move around, as this would decrease the likelihood that consumers would abandon their shopping carts.

This study adopted the cognitive appraisal process of appraisal theory to investigate the relationships among website design assessment, e-service quality, emotion elicitation, and the cart abandonment coping strategy. A total of 411 valid surveys were collected, all of whom had experience with abandoning online shopping carts. The analytical results of SEM show that navigation structure and information content are appropriate antecedents for the scales of e-service quality. Efficiency and fulfillment both negatively influence dissatisfaction, while dissatisfaction results in cart abandonment behavior. This research discovers that website design failure may lead consumers to have negative perceptions of the online retailer’s service quality, which then generates dissatisfaction and can eventually result in online shopping cart abandonment. This study thus suggests that online vendors should improve their website design, especially in terms of the display of the information content and the use of a logical, hierarchical website structure. In summary, the navigation structure of webpage should be logical and easy to move around, as this would decrease the likelihood that consumers would abandon their shopping carts.