Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2023 | 57 | nr 1 | 103--121
Tytuł artykułu

The Intention to Cart Abandonment in the Context of Multi-Channel Pricing

Warianty tytułu
Języki publikacji
Theoretical background: Shopping cart abandonment is defined as a situation when the customer chooses products but does not complete the financial transaction. The vast majority of research articles on purchase abandonment concerns the online or mobile environment. The presented research model refers to the customer intention to resign from purchasing both in physical store and via mobile app caused by a multi-channel pricing strategy. By analogy to many definitions of online cart abandonment, the author defines cart abandonment in a multichannel environment as a decision about postponing purchase at all, both in a physical store and in a purchase mobile app. One of the possibilities of consumer behaviour as a reaction to the multi-channel pricing may be purchase abandonment. The impact of price differentiation across channels on purchase abandonment still deserves research attention due to the lack of the unequivocal confirmation.

Purpose of the article: Setting prices in a multichannel environment creates a vital challenge for multichannel retailers. This article attempts to explain one of the undesirable consequences of the channel based price differentiation, which is the purchase abandonment. The purpose of this paper is to identify factors influencing the customer intention to abandon the purchase under channel-based price differentiation conditions (physical store and mobile purchase app).

Research methods: This study is a quantitative one employing a scenario-based approach to obtain responses from 500 participants. This research used the structural equation modelling to test its hypotheses.

Main findings: Findings reveal positive impact of perceived limited self-determination and perceived price unfairness on intention to cart abandonment, whereas consumer trust in a mobile app can reduce the intention to resign from purchase. Furthermore, the author finds the indirect impact of the mobile app familiarity as well as the retailer brand awareness. Research results can help managers to reduce the likelihood of losing customers in the multi-channel pricing environment.(original abstract)
Opis fizyczny
  • University of Maria Curie-Skłodowska
  • Abyad, A. (2017). Importance of consumer trust in e-commerce. Middle East Journal of Business, 12(3).
  • Adams, J.S. (1963). Towards an understanding of inequity. The Journal of Abnormal and Social Psychology, 7(5), 422-436.
  • Al-Adwan, A.S., & Sammour, G. (2021). What makes consumers purchase mobile apps: Evidence from Jordan. Journal of Theoretical and Applied Electronic Commerce Research, 16(3), 562-583. doi:10.3390/jtaer16030034
  • Aslam, W., Hussain, A., Farhat, K., & Arif, I. (2019). Underlying factors influencing consumers' trust and loyalty in e-commerce. Business Perspectives and Research, 8(2), 186-204. doi:10.1177/2278533719887451
  • Aw, E.C.-X., Basha, N.K., Ng, S.I., & Sambasivan, M. (2019). To grab or not to grab? The role of trust and perceived value in on-demand ridesharing services. Asia Pacific Journal of Marketing and Logistics, 31(5), 442-1465. doi:10.1108/APJML-09-2018-0368
  • Baker, W., Benmark, G., Chopra, M., & Kohli, S. (2018). Master the challenges of multichannel pricing. MIT Sloan Management Review, 60(1).
  • Becker, L.C.B., Lionello, R.L., Nagel, M. de B., Heldt, R., Trombetta, M.S., & Slongo, L.A. (2016). pricing strategy in multi-channel retailing and fairness perception: An examination of boundary conditions. RAIMED - Revista de Administração IMED, 6(2), 162-172.
  • Bertrandie, L., & Zielke, S. (2019). The influence of multi-channel pricing strategy on price fairness and customer confusion. The International Review of Retail, Distribution and Consumer Research, 29(5), 504-517. doi:10.1080/09593969.2019.1664611
  • Busse, M.R., Israeli, A. & Zettelmeyer, F. (2017). Repairing the damage: The effect of price knowledge and gender on auto repair price quotes. Journal of Marketing Research, 54(1), 75-95. doi:10.1509/jmr.13.0291
  • Bulsara, H.P., & Vaghela, P.S. (2020). Understanding the role of trust in online shopping intention for consumer electronics products. SCHOLEDGE International Journal of Management & Development, 7(3), 47-58.
  • Cho, Ch.-H., Kang, J., & Hongsik, J.Ch. (2006). Online shopping hesitation. CyberPsychology & Behavior, 9(3), 261-274. doi:10.1089/cpb.2006.9.261
  • Copeland, L., & Bhaduri, G. (2020). Consumer relationship with pro-environmental apparel brands: Effect of knowledge, skepticism and brand familairity. Journal of Product & Brand Management, 29(1), 1-14. doi:10.1108/JPBM-03-2018-1794
  • Durante, K.M., & Laran, J. (2016). The effect of stress on consumer saving and spending. Journal of Marketing Research, 53(5), 814-828. doi:10.1509/jmr.15.0319
  • Hou, Ch., &Wonglorsaichon, P. (2016). The relationship among brand awareness, brand image, perceived quality, brand trust, brand loyalty and brand equity of customer in China's antivirus software industry UTCC. International Journal of Business & Economics, 8(1), 153-170.
  • Chou, Ch.-M. (2014). How does manufacturing service perceived value influence customer satisfaction? An investigation of global semiconductor industry. International Journal of Production Research, 52(1), 5041-5054. doi:10.1080/00207543.2014.895065
  • Dholakia, U.M. (2006). How customer self-determination influences relational marketing outcomes: evidence from longitudinal field studies. Journal of Marketing Research, 43(1), 109-120. doi:10.1509/jmkr.43.1.109
  • Du, H. S., Dua, S., Xu, J., Tang, H., & Jiang, R. (2020). Repurchase intention in online knowledge service: The brand awareness perspective. Journal of Computer Information Systems.
  • Egeln, L.S., & Joseph, J.A. (2012). Shopping cart abandonment in online shopping. Atlantic Marketing Journal, 1(1), 1-14.
  • Fassnacht, M., & Unterhuber, S. (2016). Consumer response to online/offline price differentiation. Journal of Retailing and Consumer Services, 28, 37-148. doi:10.1016/j.jretconser.2015.09.005
  • Fateh, A., Mustamil, N., & Shahzad, F. (2021). Role of authentic leadership and personal mastery in predicting employee creative behavior: a self-determination perspective. Frontiers of Business Research in China, 15(3).
  • Fehrenbach, D., & Herrando, C. (2021). The effect of customer-perceived value when paying for a product with personal data: A real-life experimental study. Journal of Business Research, 137, 222-232. doi:10.1016/j.jbusres.2021.08.029
  • Garaus, M. (2018). Confusion in internet retailing: Causes and consequences. Internet Research, 28(2), 477-499. doi:10.1108/IntR-11-2016-0356
  • Greval, D., Hardesty, D.M., & Iyer G.R. (2004). The effects of buyer identification and purchase timing on consumers' perceptions of trust, price fairness and repurchase intentions. Journal of Interactive Marketing, 18(4), 87-100.
  • Homburg, Ch., Lauer, K., & Vomberg, A. (2019). The multichannel pricing dilemma: Do consumers accept higher offline than online prices? International Journal of Research in Marketing, 36(4), 597-612. doi:10.1016/j.ijresmar.2019.01.006
  • Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99. doi:10.1016/j.jbusres.2011.02.003
  • Irshad, M., Ahmad, M.S., & Malik, O.F. (2020). Understanding consumers' trust in social media marketing environment. International Journal of Retail & Distribution Management, 48(11), 1195-1212. doi:10.1108/IJRDM-07-2019-0225
  • Jiang, D., Zhang, G., & Wang, L. (2021). Empty the shopping cart? The effect of shopping cart item sorting on online shopping cart abandonment behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 1973-1996. doi:10.3390/jtaer16060111
  • Kapoor, A.P., & Vij, M. (2021). Following you wherever you go: Mobile shopping 'cart-checkout' abandonment. Journal of Retailing and Consumer Services, 61. doi:10.1016/j.jretconser.2021.102553
  • Karjaluoto, H., Shaikh, A.A., Saarijärvi, H., & Saraniemi, S. (2019). How perceived value drives the use of mobile financial services apps. International Journal of Information Management, 47, 252-261. doi:10.1016/j.ijinfomgt.2018.08.014
  • Kim, J.-H., & Jang, S.Ch. (2014). A scenario-based experiment and a field study: A comparative examination for service failure and recovery. International Journal of Hospitality Management, 41, 125-132. doi:10.1016/j.ijhm.2014.05.004
  • Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers' trust and trust performance. International Journal of Information Management, 33, 318-332. doi:10.1016/j.ijinfomgt.2012.11.006
  • Kim, W., Kankanhalli, A., & Lee, L. (2016a). Investigating decision factors in mobile application purchase: A mixed-methods approach. Information & Management, 5(6), 727-739. doi:10.1016/
  • Kim, S.Ch., Yoon, D., & Han, E.K. (2016b). Antecedents of mobile app usage among smartphone users. Journal of Marketing Communications, 22(6), 653-670.
  • Kukar-Kinney, M., Xia, L., & Monroe, K.B. (2007). Consumers' perceptions of the fairness of price-matching refund policies. Journal of Retailing, 83(3), 325-337.
  • Kumar, S.A., & Krithika, M. (2019). Influence of online shopping cart abandonment: The moderating effect of perceived waiting time. International Journal of Innovative Technology and Exploring Engineering (IJITEE), 9(1), 3279-3284.
  • Kutlu, L. (2015). Limited memory consumers and price dispersion. Review of Industrial Organization, 46(4), 349-357.
  • Li, X., Zhao, X., Xu, W.(A.), & Pu, W., (2020). Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns. Journal of Retailing and Consumer Services, 55, 102093. doi:10.1016/j.jretconser.2020.102093
  • Lim, W.M. (2020). An equity theory perspective of online group buying. Journal of Retailing and Consumer Services, 54. doi:10.1016/j.jretconser.2018.12.013
  • Loureiro, S.M.C. (2013). The effect of perceived benefits, trust, quality, brand awareness/associations and brand loyalty on internet banking brand equity. International Journal of Electronic Commerce Studies, 4(2), 139-158.
  • Loy (JP.), J.-P., Ceynowa, Ch., & Kuhn, L. (2020). Price recall: Brand and store type differences. Journal of Retailing and Consumer Services, 53. doi:10.1016/j.jretconser.2019.101990
  • Lu, Z., Bolton, L.E., Ng, S., & Chen, H. (2020). The price of power: How firm's market power affects perceived fairness of price increases. Journal of Retailing, 96(2), 220-234. doi:10.1016/j.jretai.2019.09.004
  • Malc, D., Selinšek, A., Dlačić, J., & Milfelner, B. (2020). Exploring the emotional side of price fairness perceptions and its consequences. Economic Research-Ekonomska Istraživanja, 1931-1948.
  • Maxham III, J.G. (2001.). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24.
  • Mägi, A.W., & Julander, C.-R. (2005). Consumers' store-level price knowledge: Why are some consumers more knowledgeable than others?. Journal of Retailing, 81(4), 319-329. doi:10.1016/j.jretai.2005.02.001
  • Mittal, B. (2021). The abandoned e-tailer shopping cart: Factors and business strategies to reverse the barriers. Journal of Global Strategic Management, 15(2), 45-64.
  • Monilo, S., Navarro-García, A., Anaya-Sánchez, R., & Japutra, A. (2020). The impact of affective and cognitive app experiences on loyalty towards retailer. Journal of Retailing & Consumer Services, 54. doi:10.1016/j.jretconser.2019.101948
  • Neslin, S.A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M.L., Thomas, J.S., & Verhoef, P.C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95-112. doi:10.1177/1094670506293559
  • Neslin, S.A., & Shankar, V. (2009). Key issues in multichannel customer management: Current knowledge and future directions. Journal of Interactive Marketing, 23(1). 70-81. doi:10.1016/j.intmar.2008.10.005
  • Oyedele, A., & Simpson, P.M. (2018). Streaming apps: What consumers value. Journal of Retailing and Consumer Services, 41, 296-304. doi:10.1016/j.jretconser.2017.04.006
  • Ozdemir, E., & Sonmezay, M. (2020). The effect of the e-commerce companies' benevolence, integrity and competence characteristics on consumers' perceived trust, purchase intention and attitudinal loyalty. Business and Economics Research Journal, 11(3), 807-821.
  • Padigela, P.K., & Suguna, R. (2021). Segmentation of e-commerce users based on cart abandonment and product recommendation through collaborative filtering: The moderating effect of exorbitant pricings. International Journal of Systems Assurance Engineering and Management. doi:10.1007/s13198-021-01122-x
  • Park, S.(S)., & Park, B. (2020). Advertising on mobile apps versus the mobile web which delivers better advertisement recognition and willingness to buy? Journal of Advertising Research, 60(4), 381-392.
  • Patrick, H., Knee, R.C., Canevello, A., & Lonsbary, C. (2007). The role of need fulfillment in relationship functioning and well-being: A self-determination theory perspective. Journal of Personality and Social Psychology, 92(3), 434-457.
  • Peetz, P., & Milyavskaya, M. (2021). A self-determination theory approach to predicting daily prosocial behavior. Motivation and Emotion, 45(5), 617-630.
  • Peterson, S.M., Aljadeff-Abergel, E., Eldridge1, R.R., VanderWeele, N.J., & Acker, N.S. (2021). Conceptualizing self-determination from a behavioral perspective: The role of choice, self-control, and self-management. Journal of Behavioral Education, 30, 299-318. doi:10.1007/s10864-020-09368-4
  • Rajavi, K., Kushwaha, T., & Steenkamp, J.-B.E.M. (2019). In brands we trust? A multicategory, multicountry investigation of sensitivity of consumers' trust in brands to marketing-mix activities. Journal of Consumer Research, 46(4), 651-670. doi:10.1093/jcr/ucz026
  • Raajpoot, N., & Ghiloni-Wag, B. (2019). Impact of customer engagement, brand attitude and brand experience on branded apps recommendation and re-use intentions. Atlantic Marketing Journal, 8(1), 1-17.
  • Rizkalla, N., & Erhan, T.P. (2020). Sustainable consumption behaviour in the context of millennials in Indonesia - can environmental concern, self-efficacy, guilt and subjective knowledge make a difference? Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 25(3), 43-53.
  • Rubin, D., Martins, C., Ilyuk, V., & Hildebrand, D. (2020). Online shopping cart abandonment: A consumer mindset perspective. Journal of Consumer Marketing, 37(5), 487-499. doi:10.1108/JCM-01-2018-2510
  • Ryan, J.Ch. (2016). Old knowledge for new impacts: Equity theory and workforce nationalization. Journal of Business Research, 69(5), 1587-1592. doi:10.1016/j.jbusres.2015.10.022
  • Schmidt, L., Bornschein, R., & Maier, E. (2020). The effect of privacy choice in cookie notices on consumers' perceived fairness of frequent price changes. Psychology & Marketing, 37(9), 263-1276. doi:10.1002/mar.21356
  • de Silva, G., & Wijayanayake, W. (2015). E-cart abandonment behaviour: The moderating effect of trust. Sri Lankan Journal of Anaesthesiology, 20(3&4), 52-69.
  • Singh, S., & Jang, S. (2022). Search, purchase, and satisfaction in a multiple-channel environment: How have mobile devices changed consumer behaviors? Journal of Retailing and Consumer Services, 65. doi:10.1016/j.jretconser.2020.102200
  • Septiani, D.I., & Chaerudin, R. (2020). The effect of customers' price perception, perceived quality and brand image toward purchasing intention in bandung local shoe brand. KnE Social Sciences, March, 1242-1254.
  • Song, J.-D. (2019). A study on online shopping cart abandonment: A product category perspective. Journal of Internet Commerce, 18(4), 337-368.
  • Sondhi, N. (2017). Segmenting & profiling the deflecting customer: Understanding shopping cart abandonment. Procedia Computer Science, 122, 392-399. doi:10.1016/j.procs.2017.11.385
  • Trampe, D., Konus, U., & Verhoef, P.C. (2014). Customer responses to channel migration strategies toward the e-channel. Journal of Interactive Marketing, 28(4), 257-270. doi:10.1016/j.intmar.2014.05.001
  • Utkarsh, Sangwan, S., & Agarwal, P. (2018). Effect of consumer self-confidence on information search and dissemination: Mediating role of subjective knowledge. International Journal of Consumer Studies, 43(1), 46-57. doi:10.1111/ijcs.12482
  • Vassilikopoulou, A., Lepetsos, A., & Siomkos, G. (2018). Crises through the consumer lens: The role of trust, blame and risk. Journal of Consumer Marketing, 35(5), 502-511. doi:10.1108/JCM-02-2016-1721
  • Verhoef, P.C., Kannan, P.K., & Inman, J.J. (2015). From multi-channel retailing to omnichannel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181. doi:10.1016/j.jretai.2015.02.005
  • Vogel, J., & Paul, M. (2015). One firm, one product, two prices: Channel-based price differentiation and customer retention. Journal of Retailing and Consumer Services, 27, 126-139. doi:10.1016/j.jretconser.2015.07.007
  • Weisstein, F.L., Kukar-Kinney, M., & Monroe, K.B. (2016). Determinants of consumers' response to pay-what-you-want pricing strategy on the Internet. Journal of Business Research, 69(10), 4313-4320. doi:10.1016/j.jbusres.2016.04.005
  • Xia, L., Monroe, K.B., & Cox J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1-15. doi:10.1509/jmkg.
  • Xia L., & Monroe K.B. (2010). Is a good deal always fair? Examining the concepts of transaction value and price fairness. Journal of Economic Psychology, 31(6), 884-894. doi:10.1016/j.joep.2010.07.001
  • Xu, Y., & Huang, J. (2015). Factors influencing cart abandonment in the online shopping process. Social Behavior and Personality: An international journal, 43(10), 1617-1628. doi:10.2224/sbp.2015.43.10.1617
  • Xu, F., Tan, J., Lu, L., Li, S., & Qin, L., (2021). How does value co-creation behavior affect destination loyalty? A role switching perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1805-1826. doi:10.3390/jtaer16050101
  • Zietsman, M.L., Mostert, P., & Svensson, G. (2019). Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships: A micro-enterprise perspective. International Journal of Bank Marketing, 37(1), 2-19. doi:10.1108/IJBM-07-2017-0144
  • Zietsman, M.L., Mostert, P., & Svensson, G. (2020). A multidimensional approach to the outcomes of perceived value in business relationships. European Business Review, 32(4), 709-729. doi:10.1108/EBR-10-2019-0258
  • Zhang, H.-D., Chen, S.-C., & Ruangkanjanases, A. (2021). Benefits first: Consumer trust repair in mobile commerce. Journal of Theoretical and Applied Electronic Commerce Research, 16. doi:10.3390/jtaer16040061
  • Zhao, A., Wang, X., & Jiang, L. (2021). To purchase or to remove? Online shopping cart warning pop-up messages can polarize liking and purchase intention. Journal of Business Research, 132, 813-836. doi:10.1016/j.jbusres.2020.10.067
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.