Cart abandonment is a phenomenon which has perplexed online retailers since the inception of online shopping. Over time, the current phenomenon has become even more complicated, giving rise to a newer form of abandonment, check-out abandonment. While cart abandonment is a known term in online retailing, check-out abandonment is still not much known. Analyzing the responses of 267 users shopping on one of the largest online retailers in India, the study used structural equation modeling to reveal the two types of abandonment phenomenon's and their underlining factors. The study further investigates the two type of abandonment phenomenon's and identify related drivers leading to cart and check-out abandonment. Empirical results reveal that cart abandonment is a result of multiple variables starting from cross channel price disparity, free shipping, ratings and review to platform aesthetic design. Whereas check-out abandonment, is a result of shipping policy and account fatigue. In addition, ‘single females’ were identified to abandon their shopping process before the check-out page whereas ‘married males’ were identified to abandon their carts post the check-out page. The study discusses contribution to theory and provides future research directions for marketers, especially online retailers.

自从开始在线购物以来，购物车遗弃是困扰在线零售商的一种现象。随着时间的流逝，当前的现象变得更加复杂，导致出现了一种新的遗弃形式，即结账遗弃。尽管放弃购物是在线零售中的一个众所周知的术语，但结帐放弃仍然不是很清楚。通过分析在印度最大的在线零售商之一上购物的267位用户的反应，该研究使用结构方程模型揭示了两种类型的遗弃现象及其影响因素。该研究进一步调查了两种遗弃现象，并确定了导致购物车和结帐遗弃的相关驱动因素。实证结果表明，购物车被遗弃是由于跨渠道价格差异引起的多个变量的结果，免费送货，评分和对平台美学设计的审查。而结帐遗弃是运输政策和帐户疲劳的结果。此外，在结帐页面之前，识别出“单身女性”放弃购物过程，而在结帐页面之后，识别出“已婚男性”放弃购物车。该研究讨论了对理论的贡献，并为营销人员，尤其是在线零售商提供了未来的研究方向。