Likelihood to abort an online transaction: influences from cognitive evaluations, attitudes, and behavioral variables

Authors:
Jinsook Cho
Affiliations:
Department of Marketing, University of Wisconsin-Madison, 975 University Avenue, Madison, WI
Venue:
Information and Management
Year:
2004

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Abstract

This study identifies evaluative, attitudinal, and behavioral factors that enhance or reduce the likelihood of consumers aborting intended online transactions (transaction abort likelihood). Path analyses show that risk perceptions associated with e-shopping have direct influence on the transaction abort likelihood, whereas benefit perceptions do not. In addition, consumers who have favorable attitudes toward e-shopping, purchasing experiences from the Internet, and high purchasing frequencies from catalogs are less likely to abort intended transactions. The results also show that attitude toward e-shopping mediate relationships between the transaction abort likelihood and other predictors (i.e., effort saving, product offering, control in the information search, and time spent on the Internet per visit).