Online shopping cart abandonment: a critique and guide to measuring its drivers

IF 2.9 Q2 BUSINESS

International Review of Retail Distribution and Consumer Research Pub Date : 2022-09-23 DOI:10.1080/09593969.2022.2126874

Banwari Mittal

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引用次数: 1

Abstract

ABSTRACT For e-tailers, the abandonment of the shopping cart by customers is a major challenge, with as many as 75% of shopping carts being abandoned after shoppers place an item in the cart. Consumer researchers have researched this phenomenon for the past two decades, identifying the factors that inhibit shoppers from completing their purchases on the e-tailer sites they visit. These studies have advanced our understanding of various drivers of online shopping cart abandonment (OSCA), but their findings suffer from conceptual incongruencies in the measures of the variables of interest. We identify gaps in researcher conception of how OSCA drivers are and should be measured. To remedy these gaps, we develop a framework for improved measurement in future research. The adoption of new measurement conception will not only yield better estimations of the effects of various drivers but also will be founded on sounder theory. Without these measurement improvements, future studies of cart abandonment will continue to fall short of valid and meaningful findings.

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网上购物车被抛弃:衡量其驱动因素的批判和指南

对于电子零售商来说，消费者放弃购物车是一个重大挑战，在购物者将商品放入购物车后，多达75%的购物车被放弃。在过去的二十年里，消费者研究人员一直在研究这一现象，找出了阻碍购物者在他们访问的电子零售商网站上完成购买的因素。这些研究提高了我们对在线购物车放弃(OSCA)的各种驱动因素的理解，但他们的发现在感兴趣的变量的测量中存在概念上的不一致。我们确定了研究人员在如何衡量OSCA驱动因素方面的差距。为了弥补这些差距，我们在未来的研究中开发了一个改进测量的框架。采用新的测量概念不仅可以更好地估计各种驱动因素的影响，而且可以建立在更健全的理论基础上。如果没有这些测量的改进，未来关于购物车放弃的研究将继续缺乏有效和有意义的发现。

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

International Review of Retail Distribution and Consumer Research BUSINESS-

CiteScore

6.90

自引率

5.60%

发文量