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

被引：0
作者：
Monika Kukar-Kinney
Angeline Close Scheinbaum
Larry Olanrewaju Orimoloye
Jeffrey R. Carlson
Heping He
机构：
[1] University of Richmond,Robins School of Business
[2] Clemson University,Department of Marketing Sirrine Hall Clemson
[3] College of Business,Southampton Business School
[4] University of Southampton,College of Management
[5] Shenzhen University,undefined
来源：
Journal of the Academy of Marketing Science | 2022年 / 50卷
关键词：
Online consumer behavior; E-commerce; Shopping cart use; Shopping cart abandonment; Clickstream data;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
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.
引用
收藏
页码：961 / 980
页数：19
相关论文
共 179 条
  • [1] Anupindi R(1998)Estimation of consumer demand with stock-out based substitution: An application to vending machine products Marketing Science 17 406-423
  • [2] Dada M(2007)Rethinking how family researchers model infrequent outcomes: A tutorial on count regression and zero-inflated models Journal of Family Psychology 21 726-735
  • [3] Gupta S(2010)Superstar extinction The Quarterly Journal of Economics 125 549-589
  • [4] Atkins DC(2016)Integrating marketing communications: New findings, new lessons, and new ideas Journal of Marketing 80 122-145
  • [5] Gallop RJ(2011)From point of purchase to path to purchase: How preshopping factors drive unplanned buying Journal of Marketing 75 31-45
  • [6] Azoulay P(2019)Do habits influence the types of information that smartphone shoppers seek? Journal of Business Research 94 89-98
  • [7] Graff Zivin JS(1979)The role of theory in uses and gratifications studies Communication Research 6 9-36
  • [8] Wang J(2006)Opportunities for active stock-out management in online stores: The impact of the stock-out policy on online stock-out reactions Journal of Retailing 82 215-228
  • [9] Batra R(2003)A model of web site browsing behavior estimated on clickstream data Journal of Marketing Research 40 249-267
  • [10] Keller KL(2009)Click here for internet insight: Advances in clickstream data analysis in marketing Journal of Interactive Marketing 23 35-48
12345678910