 Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitationGuei-Hua Huang, Nikolaos Korfiatis () and Chun-Tuan Chang Journal of Business Research, 2018, vol. 85, issue C, 165-174 Abstract: Though several industry reports have suggested that the rate of shopping cart abandonment is high in the mobile channel, the reasons for such abandonment remain relatively unexplored. Drawing on the cognition-affect-behavior (CAB) paradigm, this study aims to provide a conceptual framework explaining why consumers hesitate to use mobile channels for shopping and thus abandon their mobile shopping carts. Results from two studies show that mobile shopping cart abandonment is positively influenced by emotional ambivalence, a result of consumers' conflicting thoughts. More specifically, emotional ambivalence amplifies consumers' hesitation at the checkout stage, leading to cart abandonment. However, if hesitant consumers are satisfied with the choice process during shopping, they are less likely to give up their mobile shopping carts. Based on the findings, this mobile channel study provides practical and theoretical implications for marketers and e-cart abandonment researchers, respectively. Keywords: Shopping cart abandonment; Shopping hesitation; Ambivalence; Self-efficacy; Choice-process satisfaction; Conflicts (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:85:y:2018:i:c:p:165-174 DOI: 10.1016/j.jbusres.2017.12.008 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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