Social commerce advertising avoidance and shopping cart abandonment: A fs/QCA analysis of German consumers

Asad Khan, Sajad Rezaei and Naser Valaei

Journal of Retailing and Consumer Services, 2022, vol. 67, issue C

Abstract: In recent years, due to the extensive use of social media advertisement and the development of social commerce tools, scholars and practitioners pay more attention to interaction with the digital channel, shopping intention, satisfaction, and retention. The objective of this study is to understand the shopping cart abandonment behavior as an outcome condition of ad avoidance on social media platforms. This research takes into consideration of cognitive, affective, and behavioral ad avoidance; alongside its antecedent conditions of perceived goal impediment, perceived add clutter, and prior negative experiences on social media. The research is conducted in Germany and Fuzzy sets/Qualitative Comparative Analysis (fs/QCA) is applied to understand the outcome condition of shopping cart abandonment. The findings imply that ad avoidance can create a learning mechanism for consumers about shopping cart abandonment of a brand or product if interrupted by a futile message or content. Theoretical and practical implications are discussed.

Keywords: Social commerce; Advertising (ad) avoidance; Shopping cart abandonment; Social media; Fuzzy sets/qualitative comparative analysis (fs/QCA); Retailing (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698922000698
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922000698

DOI: 10.1016/j.jretconser.2022.102976

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().