To hesitate or not to hesitate: Can popularity cues minimize the hesitation to checkout in e-commerce?

This study aims to investigate the factors contributing to consumer hesitation during online checkout. By integrating the Uses and Gratifications Theory and Cue Utilization Theory, we propose that motivational factors for using an online shopping cart—namely, current purchase intention, taking advantage of price promotions, research and information search, and using the cart with organizational intention—help explain consumers' hesitation to complete the checkout process. Additionally, we include popularity cues as a contingency factor to gain a deeper understanding of this topic. We administered an online questionnaire and analyzed 420 useable responses using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings suggest that current purchase intention, taking advantage of price promotions, research and information search, and using the cart with organizational intention are key factors influencing checkout hesitation. We also observed that the sequential mediation of information search and using the cart with organizational intention plays a role in explaining the relationship between current purchase intention/price promotion and hesitation to checkout. Furthermore, our study reveals the moderating effect of popularity cues on the relationship between organizational intent to use the shopping cart and checkout hesitation. We provide theoretical contributions and managerial insights for scholars and e-retailers.