Research Article
BibTex RIS Cite

FACTORS AFFECTING SHOPPING CART ABANDONMENT: PRE-DECISIONAL CONFLICT AS A MEDIATOR

Year 2018, Volume: 5 Issue: 2, 140 - 152, 15.07.2018

Melek Erdil

https://doi.org/10.17261/Pressacademia.2018.845

Abstract

Purpose - This paper aims to investigate the relationship between research purpose, entertainment purpose, perceived cost, perceived risk, transaction inconvenience and shopping cart abandonment, and test whether it is mediated by pre-decisional conflict or not.

Methodology – Data of 275 respondents were collected through an online self-administered questionnaire. The respondents consisted of consumers who abandoned a shopping cart at least once in their lives. Simple linear regression analysis and multiple linear regression analysis were applied following mediation paths to test the hypothesis.

Findings- The results indicate that there is a significant relationship between research purpose, entertainment purpose, perceived cost, perceived risk, transaction inconvenience and shopping cart abandonment. This relationship is partially mediated with pre-decisional conflict.

Conclusion- The findings offer scholars a recognition of consumer motivations for shopping cart abandonment. For retailers, they provide an understanding to prevent shopping cart abandonment which means the loss of potential gain. In consumer behavior research field, this paper fills the gap by testing pre-decisional conflict which is served as a counterpart of post-purchase cognitive dissonance.

Keywords

E-commerce online buying behavior online shopping pre-decisional conflict shopping cart abandonment

References

  • Baron R. M. & Kenny D. A. (1986). The moderator- mediator variable distinction in social psychological research: conceptual and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
  • Bhatnagar, A., Misra, S. & Rao, H. R. (2000). On risk, convenience and internet shopping behavior. Communications of the ACM, 48(2), 98-105.
  • Bross, I. D. J. (1965). Design for decision. New York: Free Press.
  • Cho, C. H., Kang, J. & Cheon, H. J. (2006). Online shopping hesitation. Cyber Psychology & Behavior, 9, 261-274.
  • Close, A. G. & Kukar-Kinney, M. (2010). Beyond buying: motivations behind consumers' online shopping cart use. Journal of Business Research, 63(9-10), 986-992.
  • Coppola, J. & Sousa, K. (2008). Characteristics affecting the abandonment of e-commerce shopping carts – a pilot study. Northeast Decision Sciences Institute Proceedings, 384-389.
  • Festinger, L. (1957). A theory of cognitive dissonance, Evanston, IL: Row & Peterson.
  • Festinger, L. (1962). A theory of cognitive dissonance. 2nd ed., Stanford, California: Stanford University Press.
  • Harrison-Walker, J. L. (2002). If you build it, will they come? Barriers to international e-marketing. Journal of Marketing Theory and Practice, 10, 12-21.
  • Hogarth, R. M., Michaud, C. & Mery, J. (1980). Decision behavior in urban development: a methodological approach and substantive considerations. Acta Psychologica, 45, 95-117.
  • Huang, G-H., Korfiatis, N. & Chang, C.T. (2018). Mobile shopping cart abandonment: the roles of conflicts, ambivalence, and hesitation. Journal of Business Search, 85, 165-174.
  • Krithika, M. & Rajini, G. (2017). Evidence of effect of perceived risk on online shopping cart abandonment. International Journal of Applied Business and Economic Research, 15(21), 103-110.
  • Kukar-Kinney, M. & Close, A. G. (2010). The determinants of consumers' online shopping cart abandonment. Journal of the Academy of Marketing Science, 38(2), 240-250.
  • Li, S. & Chatterjee, P. (2005). Reducing shopping cart abandonment at retail websites. INFORMS Marketing Science Conference, University of Pittsburgh, Pittsburgh, June 2006.
  • Luo, X. (2002). Uses and gratifications theory and e-consumer behaviors: a structural equation modeling study. Journal of Interactive Advertising, 2(2), 34-41.
  • Magill, K. (2005). Building a better shopping cart. Multichannel Merchant, 1, 18-19.
  • Mathwick, C., Malhotra, N. & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39-56.
  • Maxwell, S. & Maxwell, N. (2001). Channel reference prices: the potentially damaging effects of napster. Proceedings of the 2001 Fordham University Behavioral Pricing Conference, 32.
  • Menon, S. & Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the internet shopping experience. Journal of Retailing, 78(1), 31-40.
  • Myazaki, A.D. & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35, 27-44.
  • Nelson, R. A., Cohen, R. & Rasmussen, F. R. (2007). An analysis of pricing strategy and price dispersion on the internet. Eastern Economic Journal, 33(1), 95-110.
  • Oskikawa, S. (1970). Consumer pre-decision conflict and post-decision dissonance. Behavioral Science, 15, 132-140.
  • Paden, N. & Stell, R. (2010). Virtual cart abandonment: addressing hedonic and utilitarian shopping motives. Proceedings of ASBBS, 17(1), 883-887.
  • Park, J., Lennon, S.L. & Stoel, L. (2005). On-line product presentation: effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719.
  • Petersen, J.A. & Kumar, V. (2009). Are product returns a necessary evil? Antecedents and consequences. Journal of Marketing, 73, 35-51.
  • Rajamma, R., Paswan, A. & Hossain, M. (2009). Why do shoppers abandon shopping carts? Perceived waiting time, risk, and transaction inconvenience. Journal of Product & Brand Management, 18, 188-197.
  • Rewick, J. (2000). Clinching the holiday e-sale: some 65% of online shopper's bolt at the checkout point; e-tailers try to keep them. Wall Street Journal, B1. October 9.
  • Rogers, E. M. (1995). Diffusion of innovations. 4th ed. New York: The Free Press.
  • Seiders, K., Berry, L.L. & Gresham, L..G. (2000). Attention, retailers! How convenient is your convenience strategy?. Sloan Management Review, 41(3), 79-89.
  • Shaver, J.M. (2005). Testing for mediating variables in management research: concerns, implications, and alternative strategies. Journal of Management, 31(3), 330-353.
  • Sondhi, N. (2017). Segmenting & profiling the deflecting customer: understanding shopping cart abandonment. Procedia Computer Science, 122, 392-399.
  • Srinivasan, S.S., Anderson, R. & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequence, Journal of Retailing, 78, 41-50.
  • Statista (2018). Online shopping cart abandonment rate in selected industries as of 1st quarter 2018. https://www.statista.com/statistics/457078/category-cart-abandonment-rate-worldwide/
  • Strack, F., Werth, L. & Deutsch, R. (2006). Reflective and impulsive determinants of consumer behavior. Journal of Consumer Psychology, 16, 205-216.
  • Tellis, G. (1986). Beyond the many faces of price: an integration of pricing strategies. Journal of Marketing, 50(4), 146-160.
  • TUIK (2017). Hanehalkı bilişim teknolojileri kullanım araştırması. No: 24862. http://www.tuik.gov.tr/HbPrint.do?id=24862
  • Wolfinbarger, M. & Gilly, M.C. (2001). Shopping online for freedom, control and fun. California Management Review, 43(2), 34-55.
  • Wong, J.-Y. & Yeh, C. (2009). Tourist hesitation in destination decision making. Annals of Tourism Research, 36(1), 6–23.
  • Wu, L..Y., Chen, K.Y., Chen, P.Y. & Cheng, S.L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: a relational exchange perspective. Journal of Business Research, 67, 2768-2776.
  • Xia, L. & Monroe, K. B. (2004). Price partitioning on the internet. Journal of Interactive Marketing,18, 63-73.
  • Zhou, L., Dai, L. & Zhang, D. (2007). Online shopping acceptance model—a critical survey of consumers factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41-62.

Year 2018, Volume: 5 Issue: 2, 140 - 152, 15.07.2018

Melek Erdil

https://doi.org/10.17261/Pressacademia.2018.845

Abstract

References

  • Baron R. M. & Kenny D. A. (1986). The moderator- mediator variable distinction in social psychological research: conceptual and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
  • Bhatnagar, A., Misra, S. & Rao, H. R. (2000). On risk, convenience and internet shopping behavior. Communications of the ACM, 48(2), 98-105.
  • Bross, I. D. J. (1965). Design for decision. New York: Free Press.
  • Cho, C. H., Kang, J. & Cheon, H. J. (2006). Online shopping hesitation. Cyber Psychology & Behavior, 9, 261-274.
  • Close, A. G. & Kukar-Kinney, M. (2010). Beyond buying: motivations behind consumers' online shopping cart use. Journal of Business Research, 63(9-10), 986-992.
  • Coppola, J. & Sousa, K. (2008). Characteristics affecting the abandonment of e-commerce shopping carts – a pilot study. Northeast Decision Sciences Institute Proceedings, 384-389.
  • Festinger, L. (1957). A theory of cognitive dissonance, Evanston, IL: Row & Peterson.
  • Festinger, L. (1962). A theory of cognitive dissonance. 2nd ed., Stanford, California: Stanford University Press.
  • Harrison-Walker, J. L. (2002). If you build it, will they come? Barriers to international e-marketing. Journal of Marketing Theory and Practice, 10, 12-21.
  • Hogarth, R. M., Michaud, C. & Mery, J. (1980). Decision behavior in urban development: a methodological approach and substantive considerations. Acta Psychologica, 45, 95-117.
  • Huang, G-H., Korfiatis, N. & Chang, C.T. (2018). Mobile shopping cart abandonment: the roles of conflicts, ambivalence, and hesitation. Journal of Business Search, 85, 165-174.
  • Krithika, M. & Rajini, G. (2017). Evidence of effect of perceived risk on online shopping cart abandonment. International Journal of Applied Business and Economic Research, 15(21), 103-110.
  • Kukar-Kinney, M. & Close, A. G. (2010). The determinants of consumers' online shopping cart abandonment. Journal of the Academy of Marketing Science, 38(2), 240-250.
  • Li, S. & Chatterjee, P. (2005). Reducing shopping cart abandonment at retail websites. INFORMS Marketing Science Conference, University of Pittsburgh, Pittsburgh, June 2006.
  • Luo, X. (2002). Uses and gratifications theory and e-consumer behaviors: a structural equation modeling study. Journal of Interactive Advertising, 2(2), 34-41.
  • Magill, K. (2005). Building a better shopping cart. Multichannel Merchant, 1, 18-19.
  • Mathwick, C., Malhotra, N. & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39-56.
  • Maxwell, S. & Maxwell, N. (2001). Channel reference prices: the potentially damaging effects of napster. Proceedings of the 2001 Fordham University Behavioral Pricing Conference, 32.
  • Menon, S. & Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the internet shopping experience. Journal of Retailing, 78(1), 31-40.
  • Myazaki, A.D. & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35, 27-44.
  • Nelson, R. A., Cohen, R. & Rasmussen, F. R. (2007). An analysis of pricing strategy and price dispersion on the internet. Eastern Economic Journal, 33(1), 95-110.
  • Oskikawa, S. (1970). Consumer pre-decision conflict and post-decision dissonance. Behavioral Science, 15, 132-140.
  • Paden, N. & Stell, R. (2010). Virtual cart abandonment: addressing hedonic and utilitarian shopping motives. Proceedings of ASBBS, 17(1), 883-887.
  • Park, J., Lennon, S.L. & Stoel, L. (2005). On-line product presentation: effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719.
  • Petersen, J.A. & Kumar, V. (2009). Are product returns a necessary evil? Antecedents and consequences. Journal of Marketing, 73, 35-51.
  • Rajamma, R., Paswan, A. & Hossain, M. (2009). Why do shoppers abandon shopping carts? Perceived waiting time, risk, and transaction inconvenience. Journal of Product & Brand Management, 18, 188-197.
  • Rewick, J. (2000). Clinching the holiday e-sale: some 65% of online shopper's bolt at the checkout point; e-tailers try to keep them. Wall Street Journal, B1. October 9.
  • Rogers, E. M. (1995). Diffusion of innovations. 4th ed. New York: The Free Press.
  • Seiders, K., Berry, L.L. & Gresham, L..G. (2000). Attention, retailers! How convenient is your convenience strategy?. Sloan Management Review, 41(3), 79-89.
  • Shaver, J.M. (2005). Testing for mediating variables in management research: concerns, implications, and alternative strategies. Journal of Management, 31(3), 330-353.
  • Sondhi, N. (2017). Segmenting & profiling the deflecting customer: understanding shopping cart abandonment. Procedia Computer Science, 122, 392-399.
  • Srinivasan, S.S., Anderson, R. & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequence, Journal of Retailing, 78, 41-50.
  • Statista (2018). Online shopping cart abandonment rate in selected industries as of 1st quarter 2018. https://www.statista.com/statistics/457078/category-cart-abandonment-rate-worldwide/
  • Strack, F., Werth, L. & Deutsch, R. (2006). Reflective and impulsive determinants of consumer behavior. Journal of Consumer Psychology, 16, 205-216.
  • Tellis, G. (1986). Beyond the many faces of price: an integration of pricing strategies. Journal of Marketing, 50(4), 146-160.
  • TUIK (2017). Hanehalkı bilişim teknolojileri kullanım araştırması. No: 24862. http://www.tuik.gov.tr/HbPrint.do?id=24862
  • Wolfinbarger, M. & Gilly, M.C. (2001). Shopping online for freedom, control and fun. California Management Review, 43(2), 34-55.
  • Wong, J.-Y. & Yeh, C. (2009). Tourist hesitation in destination decision making. Annals of Tourism Research, 36(1), 6–23.
  • Wu, L..Y., Chen, K.Y., Chen, P.Y. & Cheng, S.L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: a relational exchange perspective. Journal of Business Research, 67, 2768-2776.
  • Xia, L. & Monroe, K. B. (2004). Price partitioning on the internet. Journal of Interactive Marketing,18, 63-73.
  • Zhou, L., Dai, L. & Zhang, D. (2007). Online shopping acceptance model—a critical survey of consumers factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41-62.
There are 41 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Melek Erdil This is me 0000-0002-2291-5602

Publication Date July 15, 2018
Published in Issue Year 2018 Volume: 5 Issue: 2

Cite

APA Erdil, M. (2018). FACTORS AFFECTING SHOPPING CART ABANDONMENT: PRE-DECISIONAL CONFLICT AS A MEDIATOR. Journal of Management Marketing and Logistics, 5(2), 140-152. https://doi.org/10.17261/Pressacademia.2018.845

Journal of Management, Marketing and Logistics (JMML) is a scientific, academic, double blind peer-reviewed, quarterly and open-access online journal. The journal publishes four issues a year. The issuing months are March, June, September and December. The publication languages of the Journal are English and Turkish. JMML aims to provide a research source for all practitioners, policy makers, professionals and researchers working in the areas of management, marketing, logistics, supply chain management, international trade. The editor in chief of JMML invites all manuscripts that cover theoretical and/or applied researches on topics related to the interest areas of the Journal. JMML charges no submission or publication fee.


Ethics Policy - JMML applies the standards of Committee on Publication Ethics (COPE). JMML is committed to the academic community ensuring ethics and quality of manuscripts in publications. Plagiarism is strictly forbidden and the manuscripts found to be plagiarized will not be accepted or if published will be removed from the publication. Authors must certify that their manuscripts are their original work. Plagiarism, duplicate, data fabrication and redundant publications are forbidden. The manuscripts are subject to plagiarism check by iThenticate or similar. All manuscript submissions must provide a similarity report (up to 15% excluding quotes, bibliography, abstract, method).


Open Access - All research articles published in PressAcademia Journals are fully open access; immediately freely available to read, download and share. Articles are published under the terms of a Creative Commons license which permits use, distribution and reproduction in any medium, provided the original work is properly cited. Open access is a property of individual works, not necessarily journals or publishers. Community standards, rather than copyright law, will continue to provide the mechanism for enforcement of proper attribution and responsible use of the published work, as they do now.