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

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Tzenifer Ifigeneia Fasoura

    (University of Western Macedonia)

  • Vaggelis Saprikis

    (University of Western Macedonia)

  • Ioannis Antoniadis

    (University of Western Macedonia)

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.

Suggested Citation

  • Tzenifer Ifigeneia Fasoura & Vaggelis Saprikis & Ioannis Antoniadis, 2026. "Investigation of the Factors Leading to Shopping Cart Abandonment via Mobile Devices," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Ulrike Gretzel & Vasiliki Vrana (ed.), Strategic Innovative Marketing and Tourism, pages 113-120, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-12968-0_13
    DOI: 10.1007/978-3-032-12968-0_13
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