Towards a Theory of Consumer Electronic Shopping Cart Behavior: Motivations of E-Cart Use and Abandonment
ONLINE CONSUMER BEHAVIOR: THEORY AND RESEARCH IN SOCIAL MEDIA, ADVERTISING, AND E-TAIL, Angeline G. Close, ed., Routledge, April 2012
32 Pages Posted: 17 Jan 2012
Date Written: January 16, 2012
How do online shoppers use their electronic shopping carts (e-carts)? Further, why would n online consumer be motivated to place an item in their electronic (e-cart), only to abandon it? Ecart abandonment refers to “consumers’ placement of item(s) in their online shopping cart without making a purchase of any item(s) during that online shopping session” (Kukar-Kinney and Close 2010). It is a million-dollar concern to businesses, and a perplexing online consumer behavior to explain and predict. Industry studies note that eighty-eight percent of online shoppers have abandoned an online cart (Forrester Research 2010). Even more telling, online shoppers abandon their shopping carts approximately a quarter of the time (Tarasofsky 2008). Consumers’ motivations and ways in which they use electronic cart (e-cart) are different from shopping in a traditional bricks-and-mortar setting. While abandonment is not as noticeable in the traditional retail setting, e-cart abandonment is a substantial concern for online retailers, as it may be considered a lost sale. As e-commerce grows in its importance and quantity, scholars and retail managers alike seek a deeper understanding of consumers’ motivations for using ecarts. Unfortunately, understanding motivations for e-cart use is not enough, because consumers all too frequently abandon such carts. Thus, we explain reasons for abandoning the carts during the online shopping process.
Keywords: Electronic Cart Abandonment, Online Consumer Behavior, Motivations, E-Tail
JEL Classification: M31
Suggested Citation: Suggested Citation