Empty the Shopping Cart? The Effect of Shopping Cart Item Sorting on Online Shopping Cart Abandonment Behavior

• Dan Jiang ^[1] ; Guangling Zhang ^[1] ; Lu Wang ^[1]
  1. [1] Wuhan University

     Wuhan University

     China

     
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 16, Nº. 6, 2021, págs. 1973-1996
• Idioma: inglés
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• Resumen

  • The vigorous development of e-commerce has led to online retailers or platforms increasing the capacity of online shopping carts. A large number of products are added to the online shopping cart, but they are not “emptied.” The resulting behavior of products being stuck in the shopping cart is called the “shopping cart abandonment behavior.” Previous literature has focused on the large number of antecedent variables that affect shopping cart abandonment behavior in the pre-decision stage of online shopping. This previous research has studied how to reduce shopping cart abandonment behavior from the perspective of consumers. By focusing on the post-decision-making stage of shopping, this research proposes to sort the products in a chronological order (ascending and descending order) after the products are added to the shopping cart and reduce shopping cart abandonment behavior through the intermediary of forgetfulness and choice overload. We use an exploratory study and two laboratory experiments to reveal the above intermediary mechanism. Our results show that online shopping cart abandonment generally occurs in shopping carts on all major platforms. Forgetting and shopping cart page rendering may be the reasons that lead to shopping cart abandonment behavior. In the case of targeted tasks, ascending order has a significant impact on abandonment behavior, choice overload mediated this effect.