Cart Abandonment Research Articles

Utilizing SEM-RFC to predict factors affecting online shopping cart abandonment during the COVID-19 pandemic

Online shopping has accelerated during to the pandemic and an increase in online shopping cart abandonment (SCA) was also evident. The growth of online shopping is contributed by the rising middle class, high consumer spending, millennials, and a tech-savvy population which is valuable to the growth of e-commerce. This study aimed to predict the factors that affect SCA during the COVID-19 Pandemic utilizing the SEM-RFC hybrid. Several factors such as self-efficacy, attribute conflicts, hesitation at checkout, emotional ambivalence, choice process satisfaction, attitude, subjective norms, and perceived behavioral control were analyzed simultaneously. This study integrated the cognition-affect-behavior paradigm with the Theory of Planned Behavior to provide a conceptual framework measured through an online survey questionnaire answered by 1015 valid responses collected by convenience sampling. Results showed that Attitude, Attribute Conflict, Self-Efficacy, and Emotional Ambivalence are the primary significant factors affecting SCA. Amidst the pandemic, consumers still value the ease of use, convenience and safety of the mobile online shopping applications that they have, which they do not positively experience at this time. The findings of this study may be applied and extended by researchers, online retailers, and businesses to understand consumer's abandonment intentions. Moreover, the results and framework of this study may be capitalized on by the business sector to create marketing strategies and develop business models for a sustainable online shopping business worldwide.

Online shopping cart abandonment: A review and research agenda

AbstractThe COVID‐19 pandemic has put online shopping at the forefront of retailing; however, the issue related to shopping cart abandonment remains an eternal nemesis of e‐retailers. To understand extant research on online shopping cart abandonment (OSCA), a framework‐based systematic literature review was conducted with the purpose of gaining more insights into existing studies in this context. Specifically, this review examined the literature related to OSCA in terms of theory, context, characteristics, and methods to provide (i) a comprehensive review of the current state of research and (ii) constructive future research agenda in the area. Using scientific procedures, a total of 52 research articles were retrieved from Scopus and Web of Science databases published during the period 2003–2022. The results revealed that most research was founded by the stimulus‐organism‐response (S‐O‐R) model and the buyer behavior theory, focused in the context of the United States and China, and appeared to use quantitative methods. As a result, this review is expected to assist researchers in better understanding the OSCA context, thus paving the way for further research and development in the area. In addition, providing practitioners with a better panorama to address the issue by expanding the literature review and highlighting the inhibiting factors of OSCA.

Online shopping cart abandonment: a critique and guide to measuring its drivers

ABSTRACT For e-tailers, the abandonment of the shopping cart by customers is a major challenge, with as many as 75% of shopping carts being abandoned after shoppers place an item in the cart. Consumer researchers have researched this phenomenon for the past two decades, identifying the factors that inhibit shoppers from completing their purchases on the e-tailer sites they visit. These studies have advanced our understanding of various drivers of online shopping cart abandonment (OSCA), but their findings suffer from conceptual incongruencies in the measures of the variables of interest. We identify gaps in researcher conception of how OSCA drivers are and should be measured. To remedy these gaps, we develop a framework for improved measurement in future research. The adoption of new measurement conception will not only yield better estimations of the effects of various drivers but also will be founded on sounder theory. Without these measurement improvements, future studies of cart abandonment will continue to fall short of valid and meaningful findings.

The Impact of Offline Shopping Safety Practices on Consumer Buying Behavior during the COVID Pandemic Situation in Sri Lanka

Purpose: The Sri Lankan government announced countrywide travel restrictions during the month of June 2021.The current research aims to investigate the offline shopping safety practices i.e., safety measures, hygiene practices, physical distancing, on purchase intention during the pandemic situation.
 Design/methodology/approach: One hundred and ninety users of offline shopping in the Kalutara District, Sri Lanka were polled to learn more about the elements that influence their purchasing intentions.
 Findings: The results reveal that offline shopping safety practices have a considerable and beneficial impact on users’ purchase intentions. Physical distancing being the most important influencing buy intention, this is the biggest impact on purchase intention.
 Originality: Contributes to current knowledge-related offline shopping buying behavior in offline retail formats, and aids marketers in focusing on purchase intention as a strategic action for decreasing cart abandonment during the COVID pandemic situation to protect customers from COVID-19.
 Implications: This research supports in the comprehension of new patterns in Sri Lankan Offline buying behavior during the COVID pandemic situation. Prior studies have also looked into the effects of offline shopping safety practices on consumer buying behavior; however, there has been little research into the impact of offline shopping safety practices on purchase intention. The current work aims to fill these research gaps.

Email Marketing as a Tool for Strategic Persuasion

Email marketing is an important staple of marketing communications. Emails from companies to customers may be promotional in nature, to drive short-term purchasing, or relational in nature, for customer relationship management (CRM) and brand-building objectives. Emails are also issued when customers have opted in to receive alerts and notifications. The authors posit that these different types of emails (promotional, CRM, alerts) reflect both overt and more subtle attempts at persuasion and are associated with different levels of persuasion knowledge. Insights from the persuasion knowledge model ( Friestad and Wright 1994 ) and advertising wear-out are offered as explanations to understand consumer response to different types of emails. The authors test a model comparing the relative effectiveness of these types of emails on the email opening rate, the spending amount, and the shopping cart abandonment rate. They show that emails associated with relatively lower levels of persuasion knowledge are the most effective at increasing the opening rate and spending amount but are counterproductive for reducing shopping cart abandonment. In contrast, emails that likely trigger higher levels of persuasion knowledge are better for reducing cart abandonment. Alert notifications are mostly ineffective at driving our focal outcomes. The authors show that email effectiveness varies over time and is different for each type of email. They assert that combinations of specific email types, if strategically managed, can be used to enhance the spending of customers who opt in to receive specific alert messages.

An Investigation into Online Shopping Cart Abandonment in South Africa

The research sought to investigate the factors that impact consumers’ online shopping cart abandonment in South Africa. The factors that impact online shopping cart abandonment which were under investigation included perceived security risks, perceived costs and organisation and research. A quantitative research design was adopted in the study and data was collected from respondents. The respondents consisted of consumers who are over the age of 18 and reside in South Africa. Structural equation modelling was used to analyse the data. The resulted showed that perceived security risks, perceived costs and organisation and research have a statistically significant impact on online shopping cart abandonment. The findings of this study offer businesses insight into the consumer motivations for abandoning their online shopping carts. This area of research has not been fully explored in developing countries, including South Africa.

A model of online shopping cart abandonment: evidence from e-tail clickstream data

A model of online shopping cart abandonment: evidence from e-tail clickstream data

Social commerce advertising avoidance and shopping cart abandonment: A fs/QCA analysis of German consumers

In recent years, due to the extensive use of social media advertisement and the development of social commerce tools, scholars and practitioners pay more attention to interaction with the digital channel, shopping intention, satisfaction, and retention. The objective of this study is to understand the shopping cart abandonment behavior as an outcome condition of ad avoidance on social media platforms. This research takes into consideration of cognitive, affective, and behavioral ad avoidance; alongside its antecedent conditions of perceived goal impediment, perceived add clutter, and prior negative experiences on social media. The research is conducted in Germany and Fuzzy sets/Qualitative Comparative Analysis (fs/QCA) is applied to understand the outcome condition of shopping cart abandonment. The findings imply that ad avoidance can create a learning mechanism for consumers about shopping cart abandonment of a brand or product if interrupted by a futile message or content. Theoretical and practical implications are discussed.

Why Do Some Consumers Still Prefer In-Store Shopping? An Exploration of Online Shopping Cart Abandonment Behavior.

Shopping cart abandonment remains a challenge for many e-retailers despite the continued growth of the e-commerce industry worldwide. However, the issue of online shopping cart abandonment (OSCA) has not been explored extensively in the literature. Grounded by the stimulus-organism-response (S-O-R) model, this study explores a sequential mediation model comprising consumers' wait for lower prices as an antecedent, hesitation at checkout and OSCA as mediators, perceived transaction inconvenience as a moderator, and decision to buy from a land-based retailer (DBLR) as an outcome. An online questionnaire was designed and distributed to 883 online consumers in Mainland China. Partial least squares-structural equation modeling (PLS-SEM) was employed to analyze the survey data. The results show that waiting for lower prices positively influences hesitation at checkout, and subsequently, impacts both OSCA and DBLR. Hesitation at checkout and OSCA play sequential mediating roles in the framework path. In addition, perceived transaction inconvenience strengthens the relationship between waiting for lower prices and hesitation at checkout. Overall, this study contributes to theory and serves as a guideline for e-retailers in reducing the OSCA rate.

Gotta buy 'em all Online shopping cart abandonment among new and existing customers

For e-retailers, shopping cart abandonment rates are essential measures of their success within the e-market. Extant behavioural literature determined factors triggering cart abandonment, whereas another stream of literature explored customers' online purchase behaviour with clickstream data drawing on different segmentations such as mobile versus desktop shoppers. Nevertheless, research still lacks an understanding of cart abandonment with unbiased user generated behaviour. This study fills a research gap by determining factors resulting in cart abandonment based on clickstream data. Since particularly new and existing customers need to be addressed differently, the study identifies drivers for both. The findings indicate that mobile shoppers exhibit a higher likelihood of abandoning their cart, which even intensifies for new customers. For existing customers, the odds of completing the purchase decreases with every additional item in the customers' cart and new customers are rather likely to abandon the cart with an increasing number of cart page impressions.

Gotta buy 'em all Online shopping cart abandonment among new and existing customers

Gotta buy 'em all Online shopping cart abandonment among new and existing customers

Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?

Despite the widespread prevalence of online shopping cart abandonment (OSCA) and allusions to this behavior in popular press, scholars have yet to examine the key determinants of OSCA. This study used the stimulus-organism-response (S–O-R) model to explore the factors influencing consumers' OSCA and decision to buy from a land-based retailer. Two studies were carried out to test the proposed hypotheses among Mainland China's Generation Y consumers. Data was collected based on two product categories (i.e., apparel and electrical appliances) at two different time scenarios (i.e., pre- and post-pandemic). The findings reveal that hesitation at checkout increases OSCA, while consumers' decision to buy from a land-based retailer is influenced by their emotional ambivalence and OSCA. Furthermore, fear appeals appear to weaken the relationship between OSCA and the decision to buy from a land-based retailer. This study has implications for researchers and practitioners who seek to effectively reduce the rate of OSCA.

Shopping Cart Abandonment among Young Adult in Malaysia: Exploring the Drivers of Cart Abandonment and Consumer Behaviour’s

Online shopping has been around for decades; however, only recently it becomes mainstream, especially during a pandemic. Due to the rise of online shopping activities, the rate of shopping cart abandonment also increases concurrently. This issue damages the e-tailer's business. It causes trillions of dollar losses annually and generates problems such as high advertising costs, signals a poor user experience and impacts website analytics. Thus, this research is conducted to delve into this topic and explain this behaviour among young adults. A self-administered online questionnaire has been conducted and distributed to people in their 20's to '30s, and 255 completed questionnaires were obtained. However, only 252 respondents were analyzed. Regression and correlation analysis documented that organizational tools, entertainment value, and perceived cost were the underlying factors leading to young adults' shopping carts abandonment. These findings will help the e-tailers to understand young adult behaviour towards online shopping and can be treated as indications to lessen shopping cart abandonment.

Moderating effect of cognitive conflict on the relationship between value consciousness and online shopping cart abandonment

ABSTRACT Online shopping cart abandonment has become a major problem for e-tailing firms. This study aims to understand consumers’ online shopping behavior and provide valuable insights regarding psychological and cognitive factors behind shopping cart abandonment. The study uses structural equation modeling and SPSS process Macro for data analysis. The results show that ‘comparison shopping’ mediates the relationship between value-consciousness and shopping cart abandonment. Further, cognitive conflicts moderate the mediating effect of value-consciousness on shopping cart abandonment through comparison shopping. This study contributes to consumer behavior and retailing literature by identifying factors that influence online shopping cart abandonment behavior while examining cognitive consistency theory in the Indian online market. It enumerates several important implications and strategies for e-tailers, which they could implement to reduce shopping cart abandonment.

The Determinants for Shopping Cart Abandonment

Purpose – The purpose of this paper is to analyze the determinant that leads to shopping cart abandonment. In this research determinant that writer use are perceived cost (PC), complicated checkout (CC), Entertainment Motivation (EM), Emotional Ambivalence (EA), Information Overload over the Product (IA). Design/methodology/approach – A quantitative study was conducted, using a sample of 117 respondent consist of men and women who have ever done shopping cart abandonement. The hypotheses were tested by applying the Smart-PLS 3.2 software.
 Findings – The findings Perceived Cost (PC) has a positive and insignificant effect on shopping cart abandonment, Complicated Checkout (CC) has a positive and insignificant effect on shopping cart abandonment, Entertainment Motivation (EM) has a positive and significant effect on shopping cart abandonment, Emotional ambivalence (EA) has a positive and insignificant effect on shopping cart abandonment, meanwhile Information Overload (IO) has a positive and insignificant effect on shopping cart abandonment. From all the variable tested that has the most significant influence on shopping cart abandonment comes from Entertainment Motivation (EM).

Empty the Shopping Cart? The Effect of Shopping Cart Item Sorting on Online Shopping Cart Abandonment Behavior

The vigorous development of e-commerce has led to online retailers or platforms increasing the capacity of online shopping carts. A large number of products are added to the online shopping cart, but they are not “emptied.” The resulting behavior of products being stuck in the shopping cart is called the “shopping cart abandonment behavior.” Previous literature has focused on the large number of antecedent variables that affect shopping cart abandonment behavior in the pre-decision stage of online shopping. This previous research has studied how to reduce shopping cart abandonment behavior from the perspective of consumers. By focusing on the post-decision-making stage of shopping, this research proposes to sort the products in a chronological order (ascending and descending order) after the products are added to the shopping cart and reduce shopping cart abandonment behavior through the intermediary of forgetfulness and choice overload. We use an exploratory study and two laboratory experiments to reveal the above intermediary mechanism. Our results show that online shopping cart abandonment generally occurs in shopping carts on all major platforms. Forgetting and shopping cart page rendering may be the reasons that lead to shopping cart abandonment behavior. In the case of targeted tasks, ascending order has a significant impact on abandonment behavior, choice overload mediated this effect.

The challenging of HIV care 1 year after of coronavirus disease 2019 pandemic: results from a Brazilian cohort.

The challenging of HIV care 1 year after of coronavirus disease 2019 pandemic: results from a Brazilian cohort.

The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments

Triggered emails are personalized messages that are automatically sent as a response to specific actions or states of customers. Typical examples of this type of campaign include cross-selling recommendations, cart abandonment reminders, and re-engagement emails. Despite the widespread growth of these strategies, there has been no formal evaluation of their effectiveness. This paper investigates the impact of one type of triggered email campaign by using an experimental approach. We identify customers who had recently browsed the website of a multichannel retailer but had abandoned the process before making a purchase. Approximately half of the sample was randomly selected to receive automated emails with different configurations, while the other half receive no message at all. Comparison of the sales of these two groups indicates that browse abandonment emails have increase revenues in the online channel and in the triggered category. In terms of the design of the campaign, we found that the implementation of triggered emails plays an important role in their effectiveness. In this regard our result indicates that retargeting based on longer navigation histories is associated with larger conversions and that recommendations of wider assortments are associated with larger revenues.

Segmentation of E-commerce users based on cart abandonment and product recommendation through collaborative filtering: the moderating effect of exorbitant pricing

Segmentation of E-commerce users based on cart abandonment and product recommendation through collaborative filtering: the moderating effect of exorbitant pricing

Following you wherever you go: Mobile shopping ‘cart-checkout’ abandonment

Cart abandonment is a phenomenon which has perplexed online retailers since the inception of online shopping. Over time, the current phenomenon has become even more complicated, giving rise to a newer form of abandonment, check-out abandonment. While cart abandonment is a known term in online retailing, check-out abandonment is still not much known. Analyzing the responses of 267 users shopping on one of the largest online retailers in India, the study used structural equation modeling to reveal the two types of abandonment phenomenon's and their underlining factors. The study further investigates the two type of abandonment phenomenon's and identify related drivers leading to cart and check-out abandonment. Empirical results reveal that cart abandonment is a result of multiple variables starting from cross channel price disparity, free shipping, ratings and review to platform aesthetic design. Whereas check-out abandonment, is a result of shipping policy and account fatigue. In addition, ‘single females’ were identified to abandon their shopping process before the check-out page whereas ‘married males’ were identified to abandon their carts post the check-out page. The study discusses contribution to theory and provides future research directions for marketers, especially online retailers.