What instigates online shopping cart abandonment? A meta-analytic synthesis using cognition affective conative framework perspective
本研究对72项研究进行元分析，基于认知-情感-意动框架，发现认知因素（如网站态度）可减少购物车放弃，而个人因素（如感知风险）则加剧放弃，且影响因方法学和情境因素而异。
Purpose This study aims to propose a meta-analytical framework using the underpinnings of cognitive-affective-conative framework to synthesize the online shopping cart abandonment (OSCA) literature. Further, this study identifies consistent relationships between OSCA and its antecedents from global perspective. Design/methodology/approach This study synthesized the findings of 72 studies by performing a meta-analysis using bivariate analysis and meta-analysis structural equation modeling. Additionally, heterogeneity tests and moderation analysis were conducted to examine the reasons for inconsistent findings. Findings The results indicate that while cognitive factors, i.e. attitude towards website-related factors (perceived informational and visual effectiveness) mitigate customer hesitation leading to OSCA, personal factors (perceived risk, perceived cost and perceived transaction inconvenience) trigger it. Moderation analysis shows that these effects vary in the OSCA literature depending on differences in methodological (gender dominance, country of the study and sample characteristics) and contextual (buying process stage, product categories and time period) factors across studies in the OSCA literature. Research limitations/implications This study synthesized the most popularly studied factors in OSCA domain. Future empirical studies can focus on understudied factors that have been suggested in future research directions. Practical implications This study suggests pragmatic strategies, such as incorporating augmented reality, corporate digital responsibility and targeted deals to mitigate OSCA and address customer hesitation. Originality/value This study, being a pioneer meta-analysis in OSCA domain, offers novel insights into the OSCA literature. This study proposes a model using the cognitive-affective-conative framework to consolidate the relationships between the antecedents in the OSCA domain and also demonstrates potential causes of contradictory results reported in this domain. Thus, this meta-analysis is a silver line in the OSCA domain.