APJIS Asia Pacific Journal of Information Systems

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The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Hee-Woong Kim

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Current Issue

Date June 2020
Vol. No. Vol. 30 No. 2
DOI https://doi.org/10.14329/apjis.2020.30.2.252
Page 252~283
Title The Effect of Personalization on Cross-Buying and Shopping Cart Abandonment Based on the S-O-R Framework
Author Kon Woo Kwon, Gee-Woo Bock, Kyu Min Hwang
Keyword Shopping Cart Abandonment, Cross-buying, Personalization, S-O-R Framework
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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