A model of online shopping cart abandonment: evidence from e-tail clickstream data

Monika Kukar-Kinney, Angeline Close Scheinbaum, Larry Olanrewaju Orimoloye, Jeffrey R. Carlson, Heping He

Journal of the Academy of Marketing Science · 2022 · Volume 50 · Issue 5

Abstract

This research investigates online consumer behavior in an e-commerce context with a focus on consumer online shopping cart use and subsequent cart abandonment. A model rooted in the Uses and Gratifications Theory, the Unified Theory of Acceptance and Use of Technology, and the concept of the purchase funnel is developed to explain the predicted relationships. Empirical findings based on clickstream data show that returning to an existing cart increases the subsequent cart use and decreases cart abandonment. Conversely, viewing clearance pages and viewing a large number of product reviews increases both cart use and cart abandonment. Browsing product pages decreases cart use, and increases cart abandonment. The moderating role of smartphone-based shopping is also examined, with the moderating effects primarily occurring early in the purchase funnel affecting cart use, and influencing cart abandonment to a smaller degree. Theoretical contributions and managerial implications for digital marketers are provided.

Keywords

Online consumer behavior, E-commerce, Shopping cart use, Shopping cart abandonment, Clickstream data

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