Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview
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...
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Frontiers Media S.A.
2020-07-01
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| Series: | Frontiers in Psychology |
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| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2020.01546/full |
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doaj-772e1cb76927491181efb099205260192020-11-25T03:34:24ZengFrontiers Media S.A.Frontiers in Psychology1664-10782020-07-011110.3389/fpsyg.2020.01546546302Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An OverviewLynne Bell0Rachel McCloy1Laurie Butler2Julia Vogt3School of Psychology and Clinical Language Sciences, University of Reading, Reading, United KingdomSchool of Psychology and Clinical Language Sciences, University of Reading, Reading, United KingdomFaculty of Science and Engineering, Anglia Ruskin University, Cambridge, United KingdomSchool of Psychology and Clinical Language Sciences, University of Reading, Reading, United KingdomIt 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.https://www.frontiersin.org/article/10.3389/fpsyg.2020.01546/fullconsumer behavioronline checkoutconsumer dropoutshopping cart abandonmentonline paymenteCommerce |
| collection |
DOAJ |
| language |
English |
| format |
Article |
| sources |
DOAJ |
| author |
Lynne Bell Rachel McCloy Laurie Butler Julia Vogt |
| spellingShingle |
Lynne Bell Rachel McCloy Laurie Butler Julia Vogt Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview Frontiers in Psychology consumer behavior online checkout consumer dropout shopping cart abandonment online payment eCommerce |
| author_facet |
Lynne Bell Rachel McCloy Laurie Butler Julia Vogt |
| author_sort |
Lynne Bell |
| title |
Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview |
| title_short |
Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview |
| title_full |
Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview |
| title_fullStr |
Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview |
| title_full_unstemmed |
Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview |
| title_sort |
motivational and affective factors underlying consumer dropout and transactional success in ecommerce: an overview |
| publisher |
Frontiers Media S.A. |
| series |
Frontiers in Psychology |
| issn |
1664-1078 |
| publishDate |
2020-07-01 |
| description |
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. |
| topic |
consumer behavior online checkout consumer dropout shopping cart abandonment online payment eCommerce |
| url |
https://www.frontiersin.org/article/10.3389/fpsyg.2020.01546/full |
| work_keys_str_mv |
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