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

Khan, A, Rezaei, S 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. 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
Uncontrolled Keywords: 1503 Business and Management, 1505 Marketing, 1506 Tourism
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (new Sep 19)
Publisher: Elsevier
Date Deposited: 15 Mar 2022 10:36
Last Modified: 09 Sep 2023 00:50
DOI or Identification number: 10.1016/j.jretconser.2022.102976
URI: https://researchonline.ljmu.ac.uk/id/eprint/16492

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