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Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation

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  • Huang, Guei-Hua
  • Korfiatis, Nikolaos
  • Chang, Chun-Tuan

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.

Suggested Citation

  • Huang, Guei-Hua & Korfiatis, Nikolaos & Chang, Chun-Tuan, 2018. "Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation," Journal of Business Research, Elsevier, vol. 85(C), pages 165-174.
    • Handle: RePEc:eee:jbrese:v:85:y:2018:i:c:p:165-174
    DOI: 10.1016/j.jbusres.2017.12.008
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    7. Georgios Gerasimou, 2020. "The Decision-Conflict Logit," Papers 2008.04229, arXiv.org, revised Aug 2023.
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    18. Son, Junghwa & Kang, Ji Hye & Jang, Sungha, 2019. "The effects of out-of-stock, return, and cancellation amounts on the order amounts of an online retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 421-427.
    19. Liu, Fu & Wei, Haiying & Wang, Xingyuan & Zhu, Zhenzhong & Chen, Haipeng Allan, 2023. "The influence of online review dispersion on consumers’ purchase intention: The moderating role of dialectical thinking," Journal of Business Research, Elsevier, vol. 165(C).
    20. Lesley G. Benson & Tinashe TR Ndoro, 2022. "An Investigation into Online Shopping Cart Abandonment in South Africa," International Review of Management and Marketing, Econjournals, vol. 12(3), pages 26-30, May.
    21. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
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