A Study on Online Shopping Cart Abandonment: A Product Category Perspective

Jae‐Do Song

58 citations0/0 files storedJournal of Internet Commerce

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Abstract

Consumer behavior and decision processes can differ according to product characteristics. To determine the characteristics that lead to explaining online shopping cart abandonment, this study adopts product categories as the unit of analysis and identifies product categorization variables and motivations for various shopping activities. The results of the present analysis indicate that among the motivations for shopping activities, deliberation, offline physical inspection, and hedonic shopping value have significant effects on cart abandonment. Among the product categorization variables, price, perceived importance, symbolic value, experience attribute, and purchase frequency have indirect significant effects on cart abandonment through the motivations for shopping activities. Finally, price has a direct effect on cart abandonment.

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References

2025Advances in Consumer Research 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1970Information and Consumer Behavior 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1961The Economics of Information 1987Dimensions of Consumer Expertise 1974Advertising as Information

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