Antecedents of Electronic Shopping Cart Abandonment during Online Purchase Process

Q2 Business, Management and Accounting

Business Perspectives and Research Pub Date : 2023-03-02 DOI:10.1177/22785337221148810

Ishani Patharia, Tanu Jain

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引用次数: 0

Abstract

The present study synthesized the extant literature on electronic shopping cart abandonment (ESCA) for the last 22 years (2000–2022) using the PRISMA approach. This is one of the first studies that comprehensively synthesized the widely applied theories in the ESCA literature and the reasons for ESCA during the various stages of online shopping process (search stage, consideration stage, evaluation stage, and purchase stage). The findings suggest that Stimulus Organism Response theory, Cognitive Dissonance theory, and the Theory of Reasoned Action are the most prominent theories used in the ESCA literature. Further, customers abandon the electronic shopping cart due to several personal factors (e.g., trust, experience), website features (e.g., perceived behavioral tracking), and product attributes (e.g., perceived service quality). This study gives a snapshot of knowledge gaps in the ESCA domain and suggests future research directions from multifarious perspectives i.e., theoretical underpinnings, contexts, and customer characteristics. For marketers, it provides insights on factors affecting ESCA at each stage of the online shopping process to develop stage wise pragmatic strategies like gamification on shopping websites, improving navigational aspects on websites, removing threats to customer privacy, and creating greater transparency to increase customer trust.

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网上购物过程中放弃电子购物车的前因

本研究使用PRISMA方法综合了过去22年(2000-2022年)关于电子购物车遗弃(ESCA)的现有文献。本研究首次全面综合了ESCA文献中广泛应用的理论，以及在网络购物过程的各个阶段(搜索阶段、考虑阶段、评价阶段和购买阶段)中ESCA产生的原因。研究结果表明，刺激有机体反应理论、认知失调理论和理性行为理论是ESCA文献中最主要的理论。此外，由于个人因素(如信任、经验)、网站功能(如感知到的行为跟踪)和产品属性(如感知到的服务质量)，消费者放弃了电子购物车。本研究概述了ESCA领域的知识缺口，并从理论基础、背景和客户特征等多个角度提出了未来的研究方向。对于营销人员来说，它提供了在网上购物过程的每个阶段影响ESCA的因素的见解，以制定明智的务实策略，如购物网站的游戏化，改善网站的导航方面，消除对客户隐私的威胁，并创造更大的透明度来增加客户的信任。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Business Perspectives and Research Business, Management and Accounting-Business and International Management

CiteScore

5.00

自引率

0.00%

发文量

期刊介绍： Business Perspectives and Research (BPR) aims to publish conceptual, empirical and applied research. The empirical research published in BPR focuses on testing, extending and building management theory. The goal is to expand and enhance the understanding of business and management through empirical investigation and theoretical analysis. BPR is also a platform for insightful and theoretically strong conceptual and review papers which would contribute to the body of knowledge. BPR seeks to advance the understanding of for-profit and not-for-profit organizations through empirical and conceptual work. It also publishes critical review of newly released books under Book Review section. The aim is to popularize and encourage discussion on ideas expressed in newly released books connected to management and allied disciplines. BPR also periodically publishes management cases grounded in theory, and communications in the form of research notes or comments from researchers and practitioners on published papers for critiquing and/or extending thinking on the area under consideration. The overarching aim of Business Perspectives and Research is to encourage original/innovative thinking through a scientific approach.