DECODING FACTORS LEADING TO ONLINE SHOPPING CART ABANDONMENT

Abstract

Online shopping cart abandonment has become a major concern for e-commerce retailers since the emergence of online shopping platforms. With the rapid growth of digital commerce, this issue has evolved into a more complex consumer behavior phenomenon. Shopping cart abandonment refers to situations where consumers add products to their online carts but leave the website without completing the purchase. In the present study, the researcher examined the factors responsible for online shopping cart abandonment by analyzing responses from 194 consumers who frequently shop on leading e-commerce platforms in India. Multiple regression analysis was employed to identify the major determinants influencing abandonment behavior. The study also explored different forms of cart abandonment and the associated factors contributing to this behavior. The findings indicate that online cart abandonment is influenced by several variables, including price differences across channels, lack of free shipping options, and inconvenience during the transaction process. Furthermore, the results revealed that male consumers tend to abandon their shopping carts more frequently compared to female consumers. The study contributes to existing literature and also provides valuable insights and future research directions for marketers and online retailers.