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

Huang, Guei-Hua; Korfiatis, Nikolaos; Chang, Chun‐Tuan

doi:10.1016/j.jbusres.2017.12.008

Cited by 108 publications

(139 citation statements)

References 54 publications

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“…One phenomenon of an incomplete transaction is called cart abandonment, in which a product that has been placed in a shopping cart is abandoned and is never paid [7], [27]. Cart abandonment occurs when a user has checked out their shopping cart but does not finish the transaction with payment [6].…”

Section: A Cart Abandonmentmentioning

confidence: 99%

“…Cart abandonment occurs when a user has checked out their shopping cart but does not finish the transaction with payment [6]. The high level of cart abandonment on ecommerce websites or applications causes the company to pay higher costs, especially if many of the customers are not loyal [27]. According to research by the Baymard Institute, 68.81% of shopping carts abandoned by customers lead to losses that are three-times-greater than the generated profits [28].…”

Section: A Cart Abandonmentmentioning

confidence: 99%

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Gain-Loss Framing: Comparing the Push Notification Message to Increase Purchase Intention in e-Marketplace Mobile Application

et al. 2020

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Cart abandonment is a phenomenon that occurs when a customer begins an online transaction but does not complete the sale until the payment process of an e-marketplace app. It has become an issue for e-marketplace sellers and developers because it can reduce sales and delay income. One way to reduce cartabandonment rates is to send push notifications as a reminder to persuade customers to complete their transaction. A stimulus-organism-response (SOR) framework is used as the conceptual foundation. The stimulus is the push notification, then the organism perceives the value of the product, and purchase intention is the response. The push notification is designed to use message framing, which can be gain-framed or lossframed. The personalization effect is also analyzed, because it has been shown to persuade users with marketing and promotional products effectively. This study also compares two product types: utilitarian and hedonic. The study was conducted with a 2 (gain-framed and loss-framed) × 2 (hedonic and utilitarian) × 2 (personalized and general) between-subjects experiment. Hypotheses were tested by comparing the perceived value for each group using analysis of variance and a mediation analysis of 600 datasets. The result shows a general message with gain-framed and the loss-framed message is not significantly different from the perceived value of the product, regardless the product type. A personalized message with gain-framed content has a better effect than loss-framed content as it relates to the perceived value of a utilitarian product, but the improvement is not significant for a hedonic product. Perceived value of the product also has a significant effect on purchase intention and partially mediated the effect of message-framing toward product purchase intention. Thus, it is better to design the push notification as a personalized message with gain-framed message content in order to reduce cart-abandonment rates.

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Section: A Cart Abandonmentmentioning

confidence: 99%

Section: A Cart Abandonmentmentioning

confidence: 99%

Gain-Loss Framing: Comparing the Push Notification Message to Increase Purchase Intention in e-Marketplace Mobile Application

et al. 2020

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“…Given the complexity of the contemporary setting, other major issues, such as service experience and customer's response on service delivery (Van Vaerenbergh, Varga, De Keyser & Orsingher, 2018;Wan & Wyer, 2018) as well as green branding and green marketing (Papista & Dimitriadis, 2019;Wu, Wei, Tseng & Cheng, 2018) require continual investigation. Having said that, specific topics such as pop-up retail (Lunardo & Mouangue, 2019;Spitzkat & Fuentes, 2019), shopping cart abandonment (Huang, Korfiatis & Chang, 2018), selling cues (Das, Mukherjee & Smith, 2018;Yu, Hudders & Cauberghe, 2018), ambient scents (Girard, Lichters, Sarstedt & Biswas, 2019) as well as the use of chatbots and robots in marketing activities (Chung, Ko, Joung & Kim, 2018;Kim, Schmitt & Thalmann, 2019;Murphy, Gretzel & Pesonen, 2019;Mende, Scott, van Doorn, Grewal & Shanks, 2019) are as important because these are what organizations and customers are experiencing today.…”

Section: Brief Review Of Recent Marketing Literaturementioning

confidence: 99%

Editorial – Ten Trends Shaping the Future of Marketing: Considerations for the Academics

Ting¹,

Fam²,

Chan³

et al. 2019

AJBR

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This Editorial provides a bird's-eye view of ten current marketing trends based on business magazines available online and reviews articles published in top marketing journals. Its intent is to highlight the need for academics and researchers to observe the real world and learn about the pertinent issues in the industry and the community. We found that authors or researchers who published in top journals are acquainted to societal issues and development. While the rigor of research in the theoretical and methodological aspects is unequivocally upheld, the relevance of the study to the populations concerned is evident. As such industrial learning and engagement as well as the convergence of knowledge and resources between academia and industry will likely enhance the academics' idea generation, problem formulation and ultimately the impact validity of their publications.

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“…2. An online retailer's uniquely identifiable website visitors who, by the end of a week or month, had either bought one of the products that were previously presented to them in some menu or purchased no product, possibly due to "conflicts, ambivalence and hesitation" (Huang, Korfiatis, and Chang, 2018).…”

Section: Introductionmentioning

confidence: 99%

The Decision-Conflict and Multicriteria Logit

Gerasimou

2020

SSRN Journal

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

Cited by 108 publications

References 54 publications

Gain-Loss Framing: Comparing the Push Notification Message to Increase Purchase Intention in e-Marketplace Mobile Application

Gain-Loss Framing: Comparing the Push Notification Message to Increase Purchase Intention in e-Marketplace Mobile Application

Editorial – Ten Trends Shaping the Future of Marketing: Considerations for the Academics

The Decision-Conflict and Multicriteria Logit

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