Warenkorbabbrüche im Onlinehandel – Warum Shopper nicht zu Käufern werden

  • Julian Allendorf
  • Mirja Kroschke
  • Manfred Krafft


Warenkorbabbrüche sind ein immer häufiger auftretendes Phänomen bei Online-Kaufprozessen. Nicht einmal die Hälfte aller Shopper, die Artikel in einen Warenkorb legen, schließen den Bestellvorgang auch ab. Diese abgebrochenen Warenkörbe stellen für jeden Onlinehändler eine große Herausforderung dar, da potenzielle Umsätze verloren gehen. Daher ist ein Verständnis über die dahinterliegenden Gründe notwendig. In diesem Beitrag werden Produkt-, Prozess-, Kosten- und Freizeit-bezogene Motive identifiziert und deren Wirkung auf die Wahrscheinlichkeit eines Warenkorbabbruchs empirisch untersucht. Die Ergebnisse zeigen, dass vor allem Kosten- und Freizeitbezogene Motive zu Warenkorbabbrüchen im Onlinehandel führen.


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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  • Julian Allendorf
    • 1
  • Mirja Kroschke
    • 1
  • Manfred Krafft
    • 1
  1. 1.Institut für MarketingMünsterDeutschland

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