Mobile Shopping Cart Abandonment: The Roles of Conflicts, Ambivalence, and Hesitation

46 Pages Posted: 8 Dec 2017

See all articles by Guei Hua Huang

Guei Hua Huang

University of East Anglia (UEA) - Norwich Business School

Nikolaos Korfiatis

University of East Anglia (UEA) - Norwich Business School

Chun Tuan Tang

National Sun Yat-sen University - Department of Business Management

Date Written: December 3, 2017

Abstract

Though several industry reports have suggested that the rate of shopping cart abandonment is high in the mobile channel, the reasons for such abandonment remain relatively unexplored. Drawing on the cognition-affect-behavior (CAB) paradigm, this study aims to provide a conceptual framework explaining why consumers hesitate to use mobile channels for shopping and thus abandon their mobile shopping carts. Results from two studies show that mobile shopping cart abandonment is positively influenced by emotional ambivalence, a result of consumers' conflicting thoughts. More specifically, emotional ambivalence amplifies consumers' hesitation at the checkout stage, leading to cart abandonment. However, if hesitant consumers are satisfied with the choice process during shopping, they are less likely to give up their mobile shopping carts. Based on the findings, this mobile channel study provides practical and theoretical implications for marketers and e-cart abandonment researchers, respectively.

Keywords: shopping cart abandonment; shopping hesitation; ambivalence; self-efficacy; choice-process satisfaction; conflicts

Suggested Citation

Huang, Guei Hua and Korfiatis, Nikolaos and Tang, Chun Tuan, Mobile Shopping Cart Abandonment: The Roles of Conflicts, Ambivalence, and Hesitation (December 3, 2017). Journal of Business Research (Forthcoming). Available at SSRN: https://ssrn.com/abstract=3082008

Guei Hua Huang

University of East Anglia (UEA) - Norwich Business School ( email )

Norwich
NR4 7TJ
United Kingdom

Nikolaos Korfiatis (Contact Author)

University of East Anglia (UEA) - Norwich Business School ( email )

Norwich
NR4 7TJ
United Kingdom

Chun Tuan Tang

National Sun Yat-sen University - Department of Business Management ( email )

Kaohsiung 80424
Taiwan

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