Projects per year
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.
Original language | English |
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Pages (from-to) | 165–174 |
Number of pages | 10 |
Journal | Journal of Business Research |
Volume | 85 |
Early online date | 4 Jan 2018 |
DOIs | |
Publication status | Published - Apr 2018 |
Keywords
- shopping cart abandonment
- shopping hesitation
- ambivalence
- self-efficacy
- choice process satisfaction
- conflicts
Profiles
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Nikolaos Korfiatis
- Norwich Business School - Associate Professor in Business Analytics
- Centre for Competition Policy - Member
- Innovation, Technology and Operations Management - Member
Person: Research Group Member, Research Centre Member, Academic, Teaching & Research
Projects
- 1 Finished
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LOKA - High Street and Merchant Loyalty Service
Lettice, F., Tricker, G., Korfiatis, N. & Stamolampros, P.
1/08/15 → 31/07/17
Project: Research