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.
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页码：961 / 980
页数：19
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