Abstract:The vigorous development of e-commerce has led to online retailers or platforms increasing the capacity of online shopping carts. A large number of products are added to the online shopping cart, but they are not “emptied.” The resulting behavior of products being stuck in the shopping cart is called the “shopping cart abandonment behavior.” Previous literature has focused on the large number of antecedent variables that affect shopping cart abandonment behavior in the pre-decision stage of online shopping. Th… Show more
“…For example, by building realistic shopping environments where respondents operate the online shopping process in their natural state, scholars can assess inhibitors of OSCA that arise at any time by monitoring respondents' clickstream data or face-to-face communication (Rubin et al, 2020 ). Using experimental scenarios also allows the observation of differential responses by segmenting based on time (Li et al, 2021 ), product categories (Zhao et al, 2021 ), and selling platforms (Jiang et al, 2021 ), which would tap into more valuable information. In addition, future researcher can used experimental design to compared the different generations (Generation X, Generation Y, and Generation Z) toward the perception of OSCA and how it could have different behavioral outcomes on OSCA and intention to visit brick-and-mortar retail stores.…”
Section: Discussionmentioning
confidence: 99%
“…Moreover, buying from physical stores helps consumers avoid shipping and handling costs, thereby achieving a lower total cost of ownership (Kukar-Kinney and Close, 2010 ). Therefore, it is timely and relevant for e-retailers to understand the factors that lead to OSCA (Huang et al, 2018 ; Jiang et al, 2021 ; Mishra et al, 2021 ) as well as its potential effect on DBLR behavior. The main purposes of this study are: (i) to identify the drivers of OSCA and how they influence consumers' decision to purchase from physical stores; and (ii) to explore the boundary conditions that influence the relationship between consumers' wait for lower prices and hesitation at checkout.…”
Shopping cart abandonment remains a challenge for many e-retailers despite the continued growth of the e-commerce industry worldwide. However, the issue of online shopping cart abandonment (OSCA) has not been explored extensively in the literature. Grounded by the stimulus-organism-response (S-O-R) model, this study explores a sequential mediation model comprising consumers' wait for lower prices as an antecedent, hesitation at checkout and OSCA as mediators, perceived transaction inconvenience as a moderator, and decision to buy from a land-based retailer (DBLR) as an outcome. An online questionnaire was designed and distributed to 883 online consumers in Mainland China. Partial least squares-structural equation modeling (PLS-SEM) was employed to analyze the survey data. The results show that waiting for lower prices positively influences hesitation at checkout, and subsequently, impacts both OSCA and DBLR. Hesitation at checkout and OSCA play sequential mediating roles in the framework path. In addition, perceived transaction inconvenience strengthens the relationship between waiting for lower prices and hesitation at checkout. Overall, this study contributes to theory and serves as a guideline for e-retailers in reducing the OSCA rate.
“…For example, by building realistic shopping environments where respondents operate the online shopping process in their natural state, scholars can assess inhibitors of OSCA that arise at any time by monitoring respondents' clickstream data or face-to-face communication (Rubin et al, 2020 ). Using experimental scenarios also allows the observation of differential responses by segmenting based on time (Li et al, 2021 ), product categories (Zhao et al, 2021 ), and selling platforms (Jiang et al, 2021 ), which would tap into more valuable information. In addition, future researcher can used experimental design to compared the different generations (Generation X, Generation Y, and Generation Z) toward the perception of OSCA and how it could have different behavioral outcomes on OSCA and intention to visit brick-and-mortar retail stores.…”
Section: Discussionmentioning
confidence: 99%
“…Moreover, buying from physical stores helps consumers avoid shipping and handling costs, thereby achieving a lower total cost of ownership (Kukar-Kinney and Close, 2010 ). Therefore, it is timely and relevant for e-retailers to understand the factors that lead to OSCA (Huang et al, 2018 ; Jiang et al, 2021 ; Mishra et al, 2021 ) as well as its potential effect on DBLR behavior. The main purposes of this study are: (i) to identify the drivers of OSCA and how they influence consumers' decision to purchase from physical stores; and (ii) to explore the boundary conditions that influence the relationship between consumers' wait for lower prices and hesitation at checkout.…”
Shopping cart abandonment remains a challenge for many e-retailers despite the continued growth of the e-commerce industry worldwide. However, the issue of online shopping cart abandonment (OSCA) has not been explored extensively in the literature. Grounded by the stimulus-organism-response (S-O-R) model, this study explores a sequential mediation model comprising consumers' wait for lower prices as an antecedent, hesitation at checkout and OSCA as mediators, perceived transaction inconvenience as a moderator, and decision to buy from a land-based retailer (DBLR) as an outcome. An online questionnaire was designed and distributed to 883 online consumers in Mainland China. Partial least squares-structural equation modeling (PLS-SEM) was employed to analyze the survey data. The results show that waiting for lower prices positively influences hesitation at checkout, and subsequently, impacts both OSCA and DBLR. Hesitation at checkout and OSCA play sequential mediating roles in the framework path. In addition, perceived transaction inconvenience strengthens the relationship between waiting for lower prices and hesitation at checkout. Overall, this study contributes to theory and serves as a guideline for e-retailers in reducing the OSCA rate.
“…Hesitation at checkout promoted the online SCA based from their findings. Jiang et al. (2021) focused on the post-decision stage among consumers to assess online SCA.…”
Section: Conceptual Frameworkmentioning
confidence: 99%
“…These online shopping activities include searching for products or services to buy, visiting online retail stores or sites, purchasing a product or service, and having made an online purchase through various devices such as laptops, desktop computers, or mobile phones. Figure 1 presents the breakdown of e-commerce activities ( Jiang et al., 2021 ). Figure 1 E-commerce activities ( Jiang et al., 2021 ; Data Reportal, 2021 ).…”
Section: Introductionmentioning
confidence: 99%
“…Figure 1 presents the breakdown of e-commerce activities ( Jiang et al., 2021 ). Figure 1 E-commerce activities ( Jiang et al., 2021 ; Data Reportal, 2021 ). …”
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