Beyond Buying: Motivations Behind Consumers’ Online Shopping Cart Use

28 Pages Posted: 17 Jan 2012

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Monika Kukar-Kinney

affiliation not provided to SSRN

Date Written: May 30, 2009

Abstract

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

Scheinbaum, Angeline Close and Kukar-Kinney, Monika, Beyond Buying: Motivations Behind Consumers’ Online Shopping Cart Use (May 30, 2009). Journal of Business Research, Vol. 63, No. 10, 2010. Available at SSRN: https://ssrn.com/abstract=1985794

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Monika Kukar-Kinney

affiliation not provided to SSRN ( email )

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