The Impact of Filtering Experience on Shopping Cart Abandonment: A Study on the Chain Mediation of Cognition and Affect
DOI:
https://doi.org/10.62051/qcghry04Keywords:
Shopping Cart Abandonment; Filtering Experience; Chain Mediation; Cognition-Affect-Behavior(C-A-B) Theory.Abstract
As information complexity in e-commerce environments grows, shopping cart abandonment(CAB) is a core constraint on platform conversion rates. Based on data from 355 questionnaires, this study employs Exploratory Factor Analysis(EFA), Confirmatory Factor Analysis(CFA), and Structural Equation Modeling (SEM) to investigate how filtering experience influences shopping cart abandonment (CAB) through a chain of cognitive and affective responses. The findings reveal that: (1) In the information filtering stage, Perceived Flexibility(PF), Perceived Adaptability (PA), and Perceived Cost(PC) significantly impact Cognitive Efficiency(CE) and Cognitive Load(CL), while the effects of Perceived Novelty(PN) and Perceived Value(PV) during the exploration stage are limited.(2) Cognitive Load(CL) is a primary driver of negative affect, significantly inducing Situational Anxiety(SA) and Decision Fatigue(DF).(3) Positive Affect(PAf) significantly reduces CAB, while SA increases the tendency to abandon. Conversely, DF was found to decrease abandonment behavior.(4) Security and pressure contexts show significant moderating effects on certain paths of the mediation model. These conclusions offer empirical evidence for optimizing e-commerce filtering tools and user experience management.
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