Li, Shibo, and Patrali Chatterjee, "Shopping Cart Abandonment at Retail Websites – A Multi-Stage Model of Online Shopping Behavior," (February 2005).
We propose a four-stage model of online shopping process to study shopping cart abandonment. Consumer heterogeneity is accounted within a hierarchical Bayesian framework. A hidden Markov switching process is used to capture unobserved user navigation orientation. Managerial implications for customized web pages to reduce the attrition at each stage are discussed. Download pdf.
