An exploration of Online Shopping Cart Abandonment Syndrome – a matter of risk and reputation

Moore, Simon S. & Mathews, Shane W. (2006) An exploration of Online Shopping Cart Abandonment Syndrome – a matter of risk and reputation. Journal of Website Promotion, 2(1/2), pp. 71-88.

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ABSRACT. Despite the surge in online retail sales in recent years there still remains reluctance by consumers to complete the online shopping process. A number of authors have attributed consumers’ reluctance to purchase online to apparent barriers. However, such barriers as yet have not been fully examined within a theoretical context. This research explores the application of the perceived risk theoretical framework. Specifically, performance risk and the influence of perceived performance risk has on the phenomenon of Internet Abandoned Cart Syndrome (ACS) is evaluated. To explore this phenomenon, a number of extrinsic cues are identified as playing a major role in the performance evaluation process of online purchases. The results of this study suggest the extrinsic cues of brand, reputation, design and price have an overall impact on the performance evaluation process just prior to an online purchase. Varying these cues either positively or negatively had a strong impact on performance evaluation. Further, it was found that positive or negative reputation was heavily associated with shopping cart abandonment.

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ID Code: 48572
Item Type: Journal Article
Refereed: Yes
Additional Information: For more information, please refer to the journal's website (see link) or contact the author. Author contact details:
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DOI: 10.1080/15533610802104141
ISSN: 1553-362X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 Haworth Press
Deposited On: 12 Feb 2012 22:31
Last Modified: 12 Feb 2012 22:31

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