Investigation of the Factors Leading to Shopping Cart Abandonment via Mobile Devices

Tzenifer Ifigeneia Fasoura, Vaggelis Saprikis and Ioannis Antoniadis
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Tzenifer Ifigeneia Fasoura: University of Western Macedonia
Vaggelis Saprikis: University of Western Macedonia
Ioannis Antoniadis: University of Western Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 113-120 from Springer

Abstract: Abstract This chapter examines consumer behavior when shopping via mobile devices, delving into the factors that lead to shopping cart abandonment, as it is an important issue for e-commerce businesses. The aim of this research is to investigate the factors that influence consumer behavior, focusing on psychological, social, and technological parameters and incorporating theories such as the Cognition-Affect-Behavior model and the Expectancy Disconfirmation Theory. Thus, the chapter’s scope is to understand the phenomenon and provide practical suggestions for improving consumer experience. The methodology involves collecting data via a convenience sample using an online questionnaire and analyzing them using factor analysis to identify the key factors influencing shopping cart abandonment. Subsequently, stepwise regression was applied to create a statistical model, which allows predicting and understanding the contribution of different factors to cart abandonment behavior. This study offers both theoretical contributions and practical insights, emphasizing strategies to improve user experience, reduce emotional ambivalence and hesitation at checkout, and enhance transaction security. These insights are valuable for e-commerce businesses and future research aiming to get a deeper understanding and to address shopping cart abandonment via mobile devices.

Keywords: Shopping cart abandonment; Transaction security; Checkout hesitation (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-12968-0_13

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DOI: 10.1007/978-3-032-12968-0_13

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