Online shopping cart abandonment: A review and research agenda

ABSTRACT

The COVID-19 pandemic has put online shopping at the forefront of retailing;however, the issue related to shopping cart abandonment remains an eternal nemesis of e-retailers. To understand extant research on online shopping cart abandonment (OSCA), a framework-based systematic literature review was conducted with the purpose of gaining more insights into existing studies in this context. Specifically, this review examined the literature related to OSCA in terms of theory, context, characteristics, and methods to provide (i) a comprehensive review of the current state of research and (ii) constructive future research agenda in the area. Using scientific procedures, a total of 52 research articles were retrieved from Scopus and Web of Science databases published during the period 2003-2022. The results revealed that most research was founded by the stimulus-organism-response (S-O-R) model and the buyer behavior theory, focused in the context of the United States and China, and appeared to use quantitative methods. As a result, this review is expected to assist researchers in better understanding the OSCA context, thus paving the way for further research and development in the area. In addition, providing practitioners with a better panorama to address the issue by expanding the literature review and highlighting the inhibiting factors of OSCA.