Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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The Effect of Personalization on Cross-Buying and Shopping Cart Abandonment Based on the S-O-R Framework

  • Kon Woo Kwon (Graduate School of Business, Sungkyunkwan University) ;
  • Gee-Woo Bock (Graduate School of Business, Sungkyunkwan University) ;
  • Kyu Min Hwang (Graduate School of Business, Sungkyunkwan University)
  • Received : 2018.08.13
  • Accepted : 2020.02.03
  • Published : 2020.06.30
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Abstract

Online retail is a growing opportunity for retailers and consumers. Cross-buying provides companies with an opportunity to increase their revenue contributions from existing consumers. In many fields, especially in the service sector, cross-selling is an easier strategy to use relative to increasing revenue rather than acquiring new consumers. Website personalization has been a powerful indispensable tool for web-based companies and end users. Using the Mehrabian and Russell's Stimulus-Organism-Response framework, we experimentally examined how an online retailing merchant's environmental stimuli (S) arouses internal affective and cognitive states (O), that affect consumers' approach-avoidance behavior (R) in cross-buying and shopping cart abandonment in online transactions.

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References

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