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Web Survey Bibliography

Title Beyond buying: Motivations behind consumers' online shopping cart use
Source Research, 63, 9-10, pp. 986-992Journal of Business Research
Year 2010
Database ScienceDirect
Access date 26.08.2010

The authors investigate consumers' motivations for placing items in an online shopping cart with or without buying, termed virtual cart use. While retailers offer virtual carts as a functional holding space for intended online purchases, this study, based on a national online sample, reveals other powerful utilitarian and hedonic motivations that explain the frequency of consumers' online cart use. Beyond current purchase intentions, the investigated reasons for why consumers place items in their carts include: securing online price promotions, obtaining more information on certain products, organizing shopping items, and entertainment. Based on empirical findings, the authors offer managerial suggestions for enhancing online shopping-to-buying conversion rates.

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Year of publication2010
Bibliographic typeJournal article
Full text availabilityFurther details