The dimensional impact of escapism on users’ eCart abandonment: mediating role of attitude towards online shopping

Reema Mazhar, Abdul Qayyum and Raja Ahmed Jamil

Management Research Review, 2023, vol. 47, issue 3, 374-389

Abstract: Purpose - By integrating uses and gratification theory (UGT) and online buying behavior theory (OBBT), this study aims to examine the impact of escapism motives (self-suppression and self-expansion) and attitude toward online shopping (ATS) on eCart abandonment. In addition, the mediating role of ATS between escapism motives and eCart abandonment is examined. Design/methodology/approach - Structural equations modeling was performed on the data of 400 consumers using AMOS 26. Findings - The results indicated that escapism motivations impacted users’ eCart abandonment, and the attitude toward online shopping mediated this relationship. Practical implications - The findings of this study imply that online sellers should understand the consumer motives for website use. In response, better strategies should be developed to reduce eCart abandonment. Originality/value - This study extends knowledge of eCart abandonment by theoretical integration of UGT and OBBT and identification of the intrinsic predictors of virtual cart abandonment behavior. In addition, it is one of the early attempts to examine the dimensional impact of escapism on eCart abandonment.

Keywords: Online escapism; Self-suppression escapism; Self-expansion escapism; Attitude toward online shopping; eCart abandonment; Online shopping; Marketing management (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:mrrpps:mrr-02-2022-0099

DOI: 10.1108/MRR-02-2022-0099

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