Desire Online and The Dropped Shopping Basket
Below is the abstract from my MA dissertation I wrote while studying Interactive Marketing at Bournemouth University Media School. I think although it could be re-adressed some of it is still pretty interesting.
It is about one possible reason for dropped shopping baskets online.
If anyone is interested in reading the whole 20,000 words i will upload it, just let me know.
Abstract
Research suggests that from 25% to 75% of [online] shopping baskets are
abandoned, resulting in an apparent substantial loss of revenue to global online
Business. Previous explanations for abandoned baskets have focused on
consumers ‘changing their minds’ and website design and usability issues. As a result suggestions for overcoming this have focused on design and usability. Yet this would not seem to give a complete view. Why would users simply change their minds after going through the trouble to add the item to their shopping baskets? Further more why would, as research suggests, the average abandoned shopping cart have a value of nearly double the average completed order?
Some light may be shed on the subject by researchers (Campbell 1987 & McCracken 1988) who suggest that consumers enjoy the feeling of desire and will go to elaborate lengths to savor it, interacting with the products and postponing the purchase.
The findings conclude that the respondents used the internet as a preferential way of window-shopping as a way of stimulating their consumption related daydreams. The accessibility and disinhibition associated with the internet aided them in engaging in their desired products. Respondents also used online product customization as a way of reinforcing their daydreams. The fact that this product was not just another off the shelf but rather their own personalized version aided them in imagining owning the product, thus perpetuating their desire for it.
Currently ecommerce businesses view abandoned shopping baskets as lost revenue, and through design and improved systems aim to move the consumer through the ordering process as quickly and efficiently as possible. Though the research suggests that for non-utility goods high levels of abandoned shopping carts could also be viewed as a high level of desire for the product. Research also suggests that some consumers enjoy the purchase process and will postpone it, teasing themselves with the purchase. This would suggest that ecommerce companies may wish to slow down the purchase process allowing the consumer higher levels of interaction increasing their desire for the product.
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Fraser Edwards
Adii
Paul Wheatley
December 18th, 2007 at 3:40 am
Rob, that’s an interesting proposition.
I know there have been a number of times I’ve abandoned a cart myself and it’s rarely been because of website usability issues - by that stage I’ve lived through any problems and I’m on the final hurdle.
I’m instinctively drawn to agree that the self-teasing is a very real reason why abandonment might occur a lot of the time.
After all, it’s much easier to do that virtually rather than going into a store, playing with a product and taking it to the till only to say I’ve changed my mind. I wonder how many people would be willing to do that? Actually, if you ever watch people in a store where they carry around an item they’re thinking about, only to leave it at the last minute, it looks as if they’re trying to justify the purchase to themselves a lot of the time.
And yes, I watch people in retail stores - I’m nosey that way!