Why Do Consumers Abandon the E-Carts?

Abstract

This research explores consumer behavior in e-shopping apps, specifically focusing on how the consumers use e-carts and why they abandon them. A model based on the Regulatory Focus Theory was developed to explain the predicted relationships. The study used a self-administered survey to gather 274 qualifying questionnaires from Pakistani online buyers. The partial least square structural equation modeling (PLS-SEM) technique was used to analyze the data. Empirical findings elaborate that the consumers’ self-suppression motivation to engage in e-shopping encourages e-cart use and decreases e-cart abandonment. Conversely, consumers’ self-expansion motivation increases e-cart abandonment. Also, visiting clearance pages increases cart abandonment. Moreover, when acting as a mediator it increases e-cart abandonment for both the self-suppression and self-expansion motivations. Furthermore, the moderating effects of product involvement were found to influence e-cart use rather than e-cart abandonment. Theoretical contributions and managerial implications for digital marketers are provided.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 7 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.