Beyond buying: Motivations behind consumers' online shopping cart use |
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| Authors: | Angeline G Close Monika Kukar-Kinney |
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| Institution: | 1. Robins School of Business, University of Richmond, Richmond, VA 23173, United States;2. Stan Richards School of Advertising & Public Relations, Moody College of Communication, Belo Center for New Media, The University of Texas at Austin, Austin, TX, United States;3. TU Dortmund University, Otto-Hahn-Str. 6, 44227 Dortmund, Germany |
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| Abstract: | The authors investigate consumers' motivations for placing items in an online shopping cart with or without buying, termed virtual cart use. While retailers offer virtual carts as a functional holding space for intended online purchases, this study, based on a national online sample, reveals other powerful utilitarian and hedonic motivations that explain the frequency of consumers' online cart use. Beyond current purchase intentions, the investigated reasons for why consumers place items in their carts include: securing online price promotions, obtaining more information on certain products, organizing shopping items, and entertainment. Based on empirical findings, the authors offer managerial suggestions for enhancing online shopping-to-buying conversion rates. |
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