Hit the Road, Cart: A Study on Affect and Online Shopping Cart Abandonment

Abstract

Online shopping cart abandonment (OSCA) rates are high and represent a high potential loss of revenues for online vendors. In this context, this work innovates by investigating whether and how affect is related to OSCA. This follows the vast evidence on the role of affect in explaining consumer behavior. Moreover, drawing on the hierarchical model for the effect of stable individual characteristics on individuals' behavior and attitudes, we propose that the relationship between affect and OSCA is mediated by (decisional and online) procrastination. The aims of the study are accomplished through an experimental study (Study 1: N1 = 112), in which we manipulate individuals' emotions and, subsequently, measure their likelihood of engaging in OSCA. In a second study, we designed a survey (Study 2: N2 = 311) to test whether procrastination mediated the relationship between affect and OSCA. The results suggest that, compared to individuals high on negative affect, those with higher levels of positive affect are less likely to leave products on shopping carts (Study 1). The findings also suggest that while trait positive affect contributes to decreasing OSCA through decisional and online procrastination, trait negative affect is linked with an increase in OSCA as individuals engage in decisional and online procrastination (Study 2). Hence, this study delivers a relevant contribution to existing knowledge by being the first to look at how positive and negative affect relate to OSCA. Moreover, the study also provides several managerial implications for firms to build more customer-driven online activities and, thereby, mitigate OSCA.