Examining the effects of weather on online shopping cart abandonment: Evidence from an online retailing platform

As an important environmental factor, weather has been extensively studied for its effects on consumer behavior. However, the impact of weather on online shopping cart abandonment remains unclear, with limited managerial guidance provided. Through an empirical investigation using secondary data analysis and a scenario-based experiment, we find that sunny weather is associated with a decrease in online shopping cart abandonment, and such an effect is moderated by brand reputation. Furthermore, we identify a serial mediation mechanism through mood and perceived risk. This research contributes to a novel understanding of weather's impact on online retailing and extends the theoretical discussion of sunny weather's effects on mood and perceived risk from offline to online contexts. Practically, this paper provides managerial insights for online retailers aiming to optimize their strategies in response to varying weather conditions.