Beyond Buying: Motivations Behind Consumers’ Online Shopping Cart Use
28 Pages Posted: 17 Jan 2012
Date Written: May 30, 2009
The authors investigate consumers’ motivations for placing items in an online shopping cart with or without buying, termed virtual cart use. While retailers offer virtual carts as a functional holding space for intended online purchases, this study, based on a national online sample, reveals other powerful utilitarian and hedonic motivations that explain the frequency of consumers’ online cart use. Beyond current purchase intentions, the investigated reasons for why consumers place items in their carts include: securing online price promotions, obtaining more information on certain products, organizing shopping items, and entertainment. Based on empirical findings, the authors offer managerial suggestions for enhancing online shopping-to buying conversion rates.
Keywords: E-commerce, online buying, online shopping motivations, online consumer behavior
JEL Classification: D83, M31, M37
Suggested Citation: Suggested Citation