Abstract
Regardless of the widespread occurrence of shopping cart abandonment, there remains a dearth of scholarly investigation into the potential influence of online consumer reviews on online shopping cart abandonment. The present study examines how online review confusion affects online shopping cart abandonment, utilizing the theory of consumer confusion and mindfulness theory. Moreover, the study investigates the mediating role of perceived risk between online review confusion and online shopping cart abandonment. Further, the study explores how mindfulness moderates the association between perceived risk and online shopping cart abandonment. This study utilized a mall intercept approach followed by a cross-sectional survey to gather data from 338 respondents who had recently abandoned their online shopping carts. Partial least squares-based structural equation modeling was used to examine the proposed hypotheses. The study explored that overload confusion directly impacts online shopping cart abandonment, while ambiguity and similarity confusion indirectly affect online shopping cart abandonment through perceived risk. Furthermore, mindfulness moderates the association between perceived risk and online shopping cart abandonment. The present study also offers valuable insights for researchers and retail managers seeking to reduce the online shopping cart abandonment rate.
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