University of Worcester Worcester Research and Publications

Social commerce advertising avoidance and shopping cart abandonment: A fs/QCA analysis of German consumers

Khan, A. ORCID:, Rezaei, Sajad ORCID: and Valaei, N. (2022) Social commerce advertising avoidance and shopping cart abandonment: A fs/QCA analysis of German consumers. Journal of Retailing and Consumer Services, 67 (102976). ISSN 0969-6989

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In recent years, due to the extensive use of social media advertisement and the development of social commerce tools, scholars and practitioners pay more attention to interaction with the digital channel, shopping intention, satisfaction, and retention. The objective of this study is to understand the shopping cart abandonment behavior as an outcome condition of ad avoidance on social media platforms. This research takes into consideration of cognitive, affective, and behavioral ad avoidance; alongside its antecedent conditions of perceived goal impediment, perceived add clutter, and prior negative experiences on social media. The research is conducted in Germany and Fuzzy sets/Qualitative Comparative Analysis (fs/QCA) is applied to understand the outcome condition of shopping cart abandonment. The findings imply that ad avoidance can create a learning mechanism for consumers about shopping cart abandonment of a brand or product if interrupted by a futile message or content. Theoretical and practical implications are discussed.

Item Type: Article
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Uncontrolled Discrete Keywords: Social commerce, Advertising (ad) avoidance, Shopping cart abandonment, Social media, Fuzzy sets/qualitative comparative analysis (fs/QCA), Retailing
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Copyright Info: © 2022 Published by Elsevier Ltd. All rights reserved.
Depositing User: Dr Sajad Rezaei
Date Deposited: 14 Apr 2022 13:21
Last Modified: 14 Apr 2022 13:21

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