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Gotta buy 'em all? Online shopping cart abandonment among new and existing customers

Title data

Rausch, Theresa Maria ; Brand, Benedikt Martin:
Gotta buy 'em all? Online shopping cart abandonment among new and existing customers.
In: International Journal of Electronic Business. Vol. 17 (2022) Issue 2 . - pp. 109-134.
ISSN 1741-5063
DOI: https://doi.org/10.1504/IJEB.2022.10044963

Official URL: Volltext

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Abstract in another language

For e-retailers, shopping cart abandonment rates are essential measures of their success within the e-market. Extant behavioural literature determined factors triggering cart abandonment, whereas another stream of literature explored customers' online purchase behaviour with clickstream data drawing on different segmentations such as mobile versus desktop shoppers. Nevertheless, research still lacks an understanding of cart abandonment with unbiased user generated behaviour. This study fills a research gap by determining factors resulting in cart abandonment based on clickstream data. Since particularly new and existing customers need to be addressed differently, the study identifies drivers for both. The findings indicate that mobile shoppers exhibit a higher likelihood of abandoning their cart, which even intensifies for new customers. For existing customers, the odds of completing the purchase decreases with every additional item in the customers' cart and new customers are rather likely to abandon the cart with an increasing number of cart page impressions.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: online shopping cart abandonment; purchase behaviour; clickstream data; customer segmentation; e-commerce; user generated behaviour
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation > Chair Business Administration XIV - Marketing and Innovation - Univ.-Prof. Dr. Daniel Baier
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 14 Feb 2022 08:21
Last Modified: 14 Feb 2022 08:21
URI: https://eref.uni-bayreuth.de/id/eprint/68664