Why do shoppers abandon shopping cart? Perceived waiting time, risk, and transaction inconvenience

Document Type

Article

Publication Date

2009

Abstract

Purpose – The purpose of this study is to explore the factors leading to the consumer's propensity to abandon the shopping cart at the transaction completion stage.

Design/methodology/approach – Data were collected using a self-administered survey distributed through the internet. The sample consisted of consumers who shopped online at least once during the preceding one-year period.

Findings – The results indicate that perceived transaction inconvenience is the major predictor of shopping cart abandonment. The other predictors are perceived risk and perceived waiting time. Positive relationship was found between perceived transaction inconvenience, perceived risk and propensity to abandon the shopping cart. It was also found that propensity to abandon the shopping cart is negatively associated with the perception of waiting time.

Practical implications – The paper provides transaction completion stage specific guidance to the managers operating in an online environment to prevent shopping cart abandonment at the transaction completion stage. Specifically, the findings suggest that marketers must pay attention to the perception of risk and transaction inconvenience; otherwise they risk losing consumers during the final stage of transaction.

Originality/value – The paper examines the unexplored area of consumer behavior at the final stages of transaction culmination and, hence, is an initial step toward filling that gap.

Comments

Copyright 2009 Emerald

A link to full text has been provided for authorized users.

Publication Title

Journal of Product & Brand Management

Published Citation

Rajamma, Rajasree K., Audhesh K. Paswan, and Muhammad M. Hossain. "Why do shoppers abandon shopping cart? Perceived waiting time, risk, and transaction inconvenience." Journal of Product & Brand Management 18, no. 3 (2009): 188-197. doi: 10.1108/10610420910957816.

DOI

10.1108/10610420910957816

Peer Reviewed

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