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

This research investigates online consumer behavior in an e-commerce context with a focus on consumer online shopping cart use and subsequent cart abandonment. A model rooted in the Uses and Gratifications Theory, the Unified Theory of Acceptance and Use of Technology, and the concept of the purchas...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2022-09, Vol.50 (5), p.961-980
Main Authors: Kukar-Kinney, Monika, Scheinbaum, Angeline Close, Orimoloye, Larry Olanrewaju, Carlson, Jeffrey R., He, Heping
Format: Article
Language:English
Subjects:
Analysis
Business and Management
Consumer behavior
Consumer spending
Digital marketing
Electronic commerce
Internet marketing
Marketing
Online shopping
Original Empirical Research
Shopping cart software
Shopping carts
Social Sciences
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Summary:This research investigates online consumer behavior in an e-commerce context with a focus on consumer online shopping cart use and subsequent cart abandonment. A model rooted in the Uses and Gratifications Theory, the Unified Theory of Acceptance and Use of Technology, and the concept of the purchase funnel is developed to explain the predicted relationships. Empirical findings based on clickstream data show that returning to an existing cart increases the subsequent cart use and decreases cart abandonment. Conversely, viewing clearance pages and viewing a large number of product reviews increases both cart use and cart abandonment. Browsing product pages decreases cart use, and increases cart abandonment. The moderating role of smartphone-based shopping is also examined, with the moderating effects primarily occurring early in the purchase funnel affecting cart use, and influencing cart abandonment to a smaller degree. Theoretical contributions and managerial implications for digital marketers are provided.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-022-00857-8