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22-03-2022 | Original Empirical Research

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

Authors: Monika Kukar-Kinney, Angeline Close Scheinbaum, Larry Olanrewaju Orimoloye, Jeffrey R. Carlson, Heping He

Published in: Journal of the Academy of Marketing Science | Issue 5/2022

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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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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Title: A model of online shopping cart abandonment: evidence from e-tail clickstream data
Authors: Monika Kukar-Kinney
Angeline Close Scheinbaum
Larry Olanrewaju Orimoloye
Jeffrey R. Carlson
Heping He
Publication date: 22-03-2022
Publisher: Springer US
Published in: Journal of the Academy of Marketing Science / Issue 5/2022
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-022-00857-8

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