Cart Abandonment Frequency

What it measures

A four-item scale measuring how frequently a consumer abandons their online shopping cart without completing a purchase. Items capture the behaviour across several specific manifestations — leaving items in the cart without buying, placing items without purchasing during the same session, closing the browser before completing the transaction, and overall cart abandonment frequency. The scale provides a generalised behavioural frequency measure of cart abandonment as a consumer shopping pattern.

Response format

7-point frequency scale (never / always)

Scale items

• How often do you leave items in your online shopping cart without buying them?
• How often do you place an item in the online shopping cart, but do not buy it during the same Internet session?
• How often do you close the webpage, or log off the Internet before you buy the item(s) in your online shopping cart?
• How often do you abandon your online shopping cart?

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Single reliability estimate: α = .85 — Kukar-Kinney & Close (2010, main study). VALIDITY: Convergent and discriminant validity evidence reported. Response scale anchored at 'never' (1) and 'always' (7). Four actual items; a fifth entry in the original is a scale administration note. Part of the four-scale cart behaviour battery alongside Cart Abandonment (Concern about Order Costs) (CAOC), Cart Abandonment (Search for Better Price) (CASP), and Cart Usage as a Decision Tool (CUDT).

Recommended companion scales

Citation

Kukar-Kinney, Monika and Angeline G. Close (2010). The determinants of consumers' online shopping cart abandonment. Journal of the Academy of Marketing Science, 38(2), 240–250.

Keywords