| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 103 === Due to several reasons, consumers abandoned items in their virtual shopping cart. To solve the problem, firms developed tracking list to let consumers to store items they like but not intend to buy immediately until next time when they visit online store again to enhance purchase intention. However, tracking list abandonment also exists, which means consumers added items to tracking list, but delete or keep them in the tracking without adding them to the online shopping cart and buy them.
In this paper, we intend to confirm that tracking list abandonment actually exists from the behavioral and psychological aspect. The outcome verified that the probability that consumer choose the product which has been added to the tracking list is less than the product they choose under no tracking list condition. Tracking list do not always enhance purchase intention.
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