The Study of Factors Influencing Shopping Cart Abandonment When Purchasing from Online Marketplace
Keywords:
Online Shopping Cart Abandonment, Entertainment Value, Research Tool, Waiting for Sales, Privacy ConcernsAbstract
Due to the changes in consumer behavior, Thailand is facing an increasing in the use of internet and e-commerce. The growth of e-commerce also introducing the issue of shopping cart abandon ment which is not favorable by platform owners and sellers. There fore, this study aims to investigate the factors affecting to online shopping cart abandonment when purchasing from online market place. The data was collected from 150 respondents by using ques tionnaire form those online shoppers. For the hypothesis testing , this study used multiple linear regression to investigate effects of entertainment value, research tool, waiting for sales, and privacy concerns on online shopping cart abandonment. The results of this study found that entertainment value and waiting for sales have the positive influence on online shopping cart abandonment at the significant level of .05. And there was no evidence that research tool and privacy concern were found to have the significant effect on online shopping cart abandonment.
References
Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analysesusing g*power 3.1: Tests for correlation and regression analyses. BehaviorResearch Methods, 41(4), 1149-1160. doi : 10.3758/BRM.41.4.1149.
Hair, J.F., Jr., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis : A global perspective (7th ed.). Upper Saddle River: Pearson Education, Inc.
HubSpot. (2020). How to avoid the 15 most common reasons for shopping cartabandonment. Retrieved April 17, 2021, from https://cdn2.hubspot.net/.
Kukar-Kinney, M., & Close, A.G. (2010). The determinants of consumers’ online shopping cart abandonment. Journal of the Academy of Marketing Science, 38(2), 240-250.
Lee, C.C., Klimm, C., Palmero, C., & Hughes, S. (2019). What factors influence people to abandon their online shopping carts? Paper presented at the Northeast Decision Sciences Institute 2019 Annual Conference, Philadelphia,PA on April 4-6, 2019.
Lian, J.-W., & Yen, D.C. (2014). Online shopping drivers and barriers for older adults : Age and gender differences. Computers in human behavior, 37, 133-143. E-commerce payments trends: Thailand thailand e-commerce insights. (2019) : J.P.MORGAN.
Novak, T.P., Hoffman, D.L., & Duhachek, A. (2003). The influence of goal‐directed and experiential activities on online flow experiences. Journal of consumer psychology, 13(1-2), 3-16.
Nunnally, J.C., & Bernstein, I.H. (1994). Psychometric theory (3rd ed.). New York : McGraw-Hill.
Rubin, D., Martins, C., Ilyuk, V., & Hildebrand, D. (2020). Online shopping cart abandonment : A consumer mindset perspective. Journal of Consumer Marketing, 37(5), 487-499. doi: 10.1108/JCM-01-2018-2510.
Sondhi, N. (2017). Segmenting & profiling the deflecting customer: Understanding shopping cart abandonment. Procedia computer science, 122, 392-399.
Southeast asia ecommerce outlook 2020. (2020) (T. Group Ed.) : TMO Group.
.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Academy Journal of Northern
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
