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Technological developments have a major impact on user behavior. The rapidly evolving communication system and technology have provided numerous choices for people. The ever-shifting changes in the generation of communication networks have posed challenges for mobile network service providers to attract and retain customers. This study aims to prioritize the determinants of the adoption of mobile network service providers using the unified theory of acceptance and use of technology (UTAUT-2). In this study, data were collected from 660 mobile phone users in Haryana, India. A fuzzy analytical hierarchy process (F-AHP) was applied to arrange the priority or rank the factors based on the significance of the factors in explaining the adoption of mobile network service providers. Results of the study reveal that efforts expectancy is the highest-ranked and prioritized factor for the adoption of mobile network service providers followed by performance expectancy and facilitating conditions. However, social influence emerged as the least important factor. The present study provides theoretical implications for future researchers by synthesizing and prioritizing the important factors affecting technology acceptance. The practical implications offer a clearer insight to marketers for developing focused pragmatic strategies to retain customer loyalty. The study has considered only UTAUT-2 model constructs and used the F-AHP technique. Other factors may be considered in future studies. Other priority analysis techniques can also be used such as ISM and MICMAC analysis for further study. The research has been conducted in Haryana, India, and therefore, it needs to be tested in other areas/countries for generalizability. JEL Classification: O1, O2, O4

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The present study synthesized the extant literature on electronic shopping cart abandonment (ESCA) for the last 22 years (2000–2022) using the PRISMA approach. This is one of the first studies that comprehensively synthesized the widely applied theories in the ESCA literature and the reasons for ESCA during the various stages of online shopping process (search stage, consideration stage, evaluation stage, and purchase stage). The findings suggest that Stimulus Organism Response theory, Cognitive Dissonance theory, and the Theory of Reasoned Action are the most prominent theories used in the ESCA literature. Further, customers abandon the electronic shopping cart due to several personal factors (e.g., trust, experience), website features (e.g., perceived behavioral tracking), and product attributes (e.g., perceived service quality). This study gives a snapshot of knowledge gaps in the ESCA domain and suggests future research directions from multifarious perspectives i.e., theoretical underpinnings, contexts, and customer characteristics. For marketers, it provides insights on factors affecting ESCA at each stage of the online shopping process to develop stage wise pragmatic strategies like gamification on shopping websites, improving navigational aspects on websites, removing threats to customer privacy, and creating greater transparency to increase customer trust.