Motivational and affective factors underlying consumer dropout and transactional success in eCommerce: an overview

Bell, L. ORCID: https://orcid.org/0000-0003-0677-021X, McCloy, R. ORCID: https://orcid.org/0000-0003-2333-9640, Butler, L. and Vogt, J. ORCID: https://orcid.org/0000-0002-3178-2805 (2020) Motivational and affective factors underlying consumer dropout and transactional success in eCommerce: an overview. Frontiers in Psychology, 11. 1546. ISSN 1664-1078 doi: 10.3389/fpsyg.2020.01546

Abstract/Summary

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.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/91321
Identification Number/DOI	10.3389/fpsyg.2020.01546
Refereed	Yes
Divisions	Life Sciences > School of Psychology and Clinical Language Sciences > Department of Psychology Life Sciences > School of Psychology and Clinical Language Sciences > Language and Cognition Life Sciences > School of Psychology and Clinical Language Sciences > Nutrition and Health Life Sciences > School of Psychology and Clinical Language Sciences > Social
Publisher	Frontiers Media
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