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A model of online shopping cart abandonment: evidence from e-tail clickstream data

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Abstract

This research investigates online consumer behavior in an e-commerce context with a focus on consumer online shopping cart use and subsequent cart abandonment. A model rooted in the Uses and Gratifications Theory, the Unified Theory of Acceptance and Use of Technology, and the concept of the purchase funnel is developed to explain the predicted relationships. Empirical findings based on clickstream data show that returning to an existing cart increases the subsequent cart use and decreases cart abandonment. Conversely, viewing clearance pages and viewing a large number of product reviews increases both cart use and cart abandonment. Browsing product pages decreases cart use, and increases cart abandonment. The moderating role of smartphone-based shopping is also examined, with the moderating effects primarily occurring early in the purchase funnel affecting cart use, and influencing cart abandonment to a smaller degree. Theoretical contributions and managerial implications for digital marketers are provided.

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Notes

  1. CMP analysis was conducted as a robustness check. The CMP model fit was substantially worse (BIC = 20,333; log-likelihood = −9383) than the fit of the ZIP and CLGT models. While a majority of the coefficients was consistent, there were some changes. For cart use, a previously significant interaction between existing cart and device type became non-significant, while the main effect of clearance page became negative. For cart abandonment, visiting clearance page, cart removal, and number of products seen had a significant and negative effect. A possible reason for the changes is simultaneous, rather than sequential estimation. We argue that based on cart use being a condition that has to occur before cart can be abandoned, sequential modeling is more appropriate. Heteroskedasticity could also render CMP results to be inconsistent.

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Acknowledgements

The authors would like to thank Scott Baier, Jason Duan and Ryan Mullins for their advice and guidance regarding this work.

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Authors and Affiliations

  1. Robins School of Business, University of Richmond, 102 UR Drive, Richmond, VA, 23173, USA

    Monika Kukar-Kinney & Jeffrey R. Carlson

  2. Department of Marketing Sirrine Hall Clemson, Clemson University, College of Business, Clemson, SC, USA

    Angeline Close Scheinbaum

  3. Southampton Business School, University of Southampton, Highfield, Southampton, SO17 1BJ, UK

    Larry Olanrewaju Orimoloye

  4. College of Management, Shenzhen University, 1066 Xueyuan Avenue, Shenzhen, Guangdong, People’s Republic of China

    Heping He

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  1. Monika Kukar-Kinney
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Kukar-Kinney, M., Scheinbaum, A.C., Orimoloye, L.O. et al. A model of online shopping cart abandonment: evidence from e-tail clickstream data. J. of the Acad. Mark. Sci. 50, 961–980 (2022). https://doi.org/10.1007/s11747-022-00857-8

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