Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview

Frontiers in Psychology

article

Lynne Bell¹  Rachel McCloy¹  Laurie Butler²  Julia Vogt¹ 

[1] School of Psychology and Clinical Language Sciences, University of Reading, United Kingdom;Faculty of Science and Engineering, Anglia Ruskin University, United Kingdom

关键词: consumer behavior;    online checkout;    consumer dropout;    shopping cart abandonment;    online payment;    eCommerce;   

DOI  :  10.3389/fpsyg.2020.01546

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

It is estimated that more than half of all online transactions are abandoned before completion. This paper investigates the psychological factors that influence online shopping behavior, with a view to improving transactional success rates. Through a review of the literature, we identify a range of factors which predict abandonment of online shopping, highlighting affective and motivational dimensions in addition to processing style and characteristics of the consumer, device, and product. We conclude that online purchasing and payment systems that boost consumers’ motivation to buy and prevent or attenuate negative affective states will demonstrate the greatest rates of transactional success. However, with rapid advancement in technology, continued research is needed to fully understand the potential impact on future online purchasing behavior.

【 授权许可】

CC BY