DECODING FACTORS LEADING TO ONLINE SHOPPING CART ABANDONMENT

Abstract

Cart abandonment is a phenomenon which has influenced online retailers since the introduction of online shopping. Over time, the current phenomenon has become even more complicated, giving rise to a online shopping cart abandonment. Cart abandonment is a known term in online retailing, and in this study the researcher had decoded the factors influencing online shopping cart abandonment. Analyzing the responses of 194 users shopping among the largest online e-commerce retailers in India. The study used multiple regression analysis to reveal the various types of abandonment factors. The study further investigates the various types of abandonment phenomenons and identify related drivers leading to cart abandonment. Empirical results reveal that cart abandonment is a result of multiple variables starting from cross channel price disparity, free shipping, and transaction inconvenience. In addition, ‘males’ were identified to abandon their shopping cart more often than ‘females’. The study discusses contribution to theory and provides future research directions for marketers, especially online retailers.