Cart Abandonment (Search for Better Price)

What it measures

A three-item scale measuring the tendency to abandon an online shopping cart in order to search for a better price — either by waiting for a sale or by comparing prices across alternative online or physical retail channels. This abandonment pattern reflects strategic, price-motivated deferral rather than cost-shock or impulsive exit, capturing consumers who use cart-loading as part of an active price-monitoring and comparison shopping strategy.

Representative items

• I decide to wait for the item to come on sale before buying it.
• I decide that I may be able to find better sales at another online store.

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.