Internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer

The growth of e-commerce has disrupted traditional forms of consumption, and consumer shopping activity is rapidly digitalizing. Scholars have conducted a plethora of studies on online shopping behavior; however, a phenomenon that has surprisingly received less attention in the consumer behavior lit...

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Main Author:	Wang, Siqi
Format:	Thesis
Language:	English
Published:	2022
Subjects:	Teleshopping Electronic commerce Consumer behavior
Online Access:	http://psasir.upm.edu.my/id/eprint/114032/1/114032.pdf
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id	my-upm-ir.114032
record_format	uketd_dc
spelling	my-upm-ir.1140322024-12-06T01:46:34Z Internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer 2022-11 Wang, Siqi The growth of e-commerce has disrupted traditional forms of consumption, and consumer shopping activity is rapidly digitalizing. Scholars have conducted a plethora of studies on online shopping behavior; however, a phenomenon that has surprisingly received less attention in the consumer behavior literature is "non-purchase behavior", particularly online shopping cart abandonment (OSCA). Though OSCA may be the topmost frustrating outcome for e-retailers in generating sales, the stimuli factors leading to this behavior and the determinants of the decision to buy from a land-based retailer (DBLR) remain relatively unexplored. To fill the gaps in the literature, this study aimed to identify the determinants of OSCA and DBLR among Mainland China consumers. First, the cognition-affect-behavior (C-A-B) model and buyer behavior theory were employed to explain the causal patterns of factors that stimulate online non-purchasing behavior. Specifically, the effects of consumers' cognitive factors (i.e., internal stimuli - attribute conflicts, self-efficacy, and interpersonal conflicts; and external stimulus - total costs) and affective states (i.e., emotional ambivalence, wait for lower price) on output behaviors (i.e., hesitation at checkout, OSCA, and DBLR) were evaluated. Next, the mediating role of hesitation at checkout in the research framework was explored. Finally, expectancy disconfirmation theory was adopted to test the moderating role of perception factors (i.e., perceived transaction inconvenience, perceived risk). Data from 883 questionnaires were collected through an online platform (i.e., Wenjuanxing). Purposive sampling was used to ensure that the respondents were Mainland China consumers with experience in online shopping. Subsequently, the data were analyzed using partial least squares structural equation modelling (PLS-SEM). Several significant findings were found, as follows: i) internal stimuli (i.e., attribute conflicts, self-efficacy, and interpersonal conflicts) positively influence emotional ambivalence; ii) the external stimulus, total costs, positively influences consumers' emotional ambivalence; iii) total costs positively influences the wait for lower price; iv) affective states (i.e., emotional ambivalence, wait for lower price) positively influence hesitation at checkout; v) hesitation at checkout mediates the relationship between affective states (i.e., emotional ambivalence, wait for lower price) and OSCA; and vi) perception factors (i.e., perceived transaction inconvenience, perceived risk) strengthen the relationship between emotional ambivalence and hesitation at checkout. This study provides theoretical contributions and managerial insights for scholars and e-retailers. Teleshopping Electronic commerce Consumer behavior 2022-11 Thesis http://psasir.upm.edu.my/id/eprint/114032/ http://psasir.upm.edu.my/id/eprint/114032/1/114032.pdf text en public http://ethesis.upm.edu.my/id/eprint/18074 doctoral Universiti Putra Malaysia Teleshopping Electronic commerce Consumer behavior Cheah, Jacky Jun Hwa
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Cheah, Jacky Jun Hwa
topic	Teleshopping Electronic commerce Consumer behavior
spellingShingle	Teleshopping Electronic commerce Consumer behavior Wang, Siqi Internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer
description	The growth of e-commerce has disrupted traditional forms of consumption, and consumer shopping activity is rapidly digitalizing. Scholars have conducted a plethora of studies on online shopping behavior; however, a phenomenon that has surprisingly received less attention in the consumer behavior literature is "non-purchase behavior", particularly online shopping cart abandonment (OSCA). Though OSCA may be the topmost frustrating outcome for e-retailers in generating sales, the stimuli factors leading to this behavior and the determinants of the decision to buy from a land-based retailer (DBLR) remain relatively unexplored. To fill the gaps in the literature, this study aimed to identify the determinants of OSCA and DBLR among Mainland China consumers. First, the cognition-affect-behavior (C-A-B) model and buyer behavior theory were employed to explain the causal patterns of factors that stimulate online non-purchasing behavior. Specifically, the effects of consumers' cognitive factors (i.e., internal stimuli - attribute conflicts, self-efficacy, and interpersonal conflicts; and external stimulus - total costs) and affective states (i.e., emotional ambivalence, wait for lower price) on output behaviors (i.e., hesitation at checkout, OSCA, and DBLR) were evaluated. Next, the mediating role of hesitation at checkout in the research framework was explored. Finally, expectancy disconfirmation theory was adopted to test the moderating role of perception factors (i.e., perceived transaction inconvenience, perceived risk). Data from 883 questionnaires were collected through an online platform (i.e., Wenjuanxing). Purposive sampling was used to ensure that the respondents were Mainland China consumers with experience in online shopping. Subsequently, the data were analyzed using partial least squares structural equation modelling (PLS-SEM). Several significant findings were found, as follows: i) internal stimuli (i.e., attribute conflicts, self-efficacy, and interpersonal conflicts) positively influence emotional ambivalence; ii) the external stimulus, total costs, positively influences consumers' emotional ambivalence; iii) total costs positively influences the wait for lower price; iv) affective states (i.e., emotional ambivalence, wait for lower price) positively influence hesitation at checkout; v) hesitation at checkout mediates the relationship between affective states (i.e., emotional ambivalence, wait for lower price) and OSCA; and vi) perception factors (i.e., perceived transaction inconvenience, perceived risk) strengthen the relationship between emotional ambivalence and hesitation at checkout. This study provides theoretical contributions and managerial insights for scholars and e-retailers.
format	Thesis
qualification_level	Doctorate
author	Wang, Siqi
author_facet	Wang, Siqi
author_sort	Wang, Siqi
title	Internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer
title_short	Internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer
title_full	Internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer
title_fullStr	Internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer
title_full_unstemmed	Internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer
title_sort	internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer
granting_institution	Universiti Putra Malaysia
publishDate	2022
url	http://psasir.upm.edu.my/id/eprint/114032/1/114032.pdf
_version_	1818586183234486272

Internal and external stimuli of online shopping cart abandonment and decision to buy from a land-based retailer

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