Abstract: Having contradictory attitude, both positive and negative, about anything at the same time is called ambivalence which when we dive deeper to identify which positive or negative emotions are associated with our mental state, we encounter Affective Ambivalence. In our research work, we tried to identify how being ambivalent affects our shopping experience and consequently cart abandonment.
Since, cart abandonment has been a biggest issue for many ecommerce companies today. With the advent of new technologies and wider internet penetration all around the globe, the number of ecommerce companies is increasing in the industry and so is the global cart abandonment rate. The new technological advances have also been impacting the psychological state of a consumer in a varied manner........
Keywords: Emotional Ambivalence, Cart Abandonment, Emotion Analysis, Affect Computing
[1]. An, S., Ji, L. J., Marks, M., & Zhang, Z. (2017). Two sides of emotion: exploring positivity and negativity in six basic emotions across cultures. Frontiers in psychology, 8, 610.
[2]. Blinder, A., Canetti, E. R., Lebow, D. E., & Rudd, J. B. (1998). Asking about prices: a new approach to understanding price stickiness. Russell Sage Foundation.
[3]. Chang, C. (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19-32.
[4]. Chea, S., & Luo, M. M. (2008). Post-adoption behaviors of e-service customers: The interplay of cognition and emotion. International Journal of Electronic Commerce, 12(3), 29-56.
[5]. Cho, C. H., Kang, J., & Cheon, H. J. (2006). Online shopping hesitation. CyberPsychology & behavior, 9(3), 261-274.