The Determinants of Consumers' Shopping Cart Abandonment
Journal of Academy of Marketing Science, Vol. 38, No. 2, pp. 240-250, 2010
31 Pages Posted: 16 Jan 2012
Date Written: January 16, 2012
Despite placing items in virtual shopping carts, online shoppers frequently abandon their online carts. We identify the cognitive and behavioral reasons behind the rampant cart abandonment. Common wisdom blames breakdowns on the e-purchase stage, such as privacy concerns and frustration with a lengthy checkout process. However, based on two studies employing diverse consumer samples, we show that online shoppers’ considerations at the other stages play a much larger role in cart abandonment. In particular, many customers use carts simply as organizational and shopping research tools as well as for entertainment, which may induce them to ultimately buy online or offline. Our framework extends theories related to buyer behavior and reveals new inhibitors to purchasing in the digital age. As such inhibitors disengage the customer and may result in a temporary or permanent customer loss, our research urges scholars and online vendors to explain and assess consumer motivations for cart abandonment.
Keywords: online buyer behavior, theory of non buyer behavior, resistance, shopping cart abandonment, e-tail
JEL Classification: M31
Suggested Citation: Suggested Citation