Shopping Cart Abandonment: A Comparison Between American and Taiwanese Perspectives

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.