Moderating effect of cognitive conflict on the relationship between value consciousness and online shopping cart abandonment

Sita Mishra · Gunjan Malhotra · Shalini Rahul Tiwari

26 citations0/0 files storedThe International Review of Retail Distribution and Consumer Research

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Online shopping cart abandonment has become a major problem for e-tailing firms. This study aims to understand consumers’ online shopping behavior and provide valuable insights regarding psychological and cognitive factors behind shopping cart abandonment. The study uses structural equation modeling and SPSS process Macro for data analysis. The results show that ‘comparison shopping’ mediates the relationship between value-consciousness and shopping cart abandonment. Further, cognitive conflicts moderate the mediating effect of value-consciousness on shopping cart abandonment through comparison shopping. This study contributes to consumer behavior and retailing literature by identifying factors that influence online shopping cart abandonment behavior while examining cognitive consistency theory in the Indian online market. It enumerates several important implications and strategies for e-tailers, which they could implement to reduce shopping cart abandonment.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1957A Theory of Cognitive Dissonance 1958The psychology of interpersonal relations.2025Advances in Consumer Research 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 2001Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆11☆This article is based upon the first author’s doctoral dissertation completed while at Georgia Institute of Technology.1969Theories of cognitive consistency : a sourcebook

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