Investigation of Online Shopping Cart Abandonment on the Perspective of E- Procrastination Behavior

Abstract

Online cart abandonment is one of the most important key factors affecting ecommerce and showing up when consumers place products in their online shopping carts without making a purchase. It is also an important indicator of lost sales, as a revenue-reducing factor for retailers. With the effect of increasing online sales in recent years, online cart abandonment has become a major concern for retailers. Considering the economic impact of the subject, it is very important to understand the factors that lead consumers to this behavior. The purpose of this research was to investigate the factors that affect online cart abandonment. For this purpose, it was aimed to examine the effects of e-procrastination behavior, comparison shopping, need for more information, research and organization need, and emotional ambivalence on online cart abandonment. The partial least square method of structural equation modeling was employed to examine the proposed research model. An online survey was applied to 197 consumers selected by convenience sampling method, who had online cart abandonment experience, and the data set was analyzed using SmartPLS 3 software. Obtained findings showed that comparison shopping and need for more information, need for research and organization, and emotional ambivalence had an effect on e-procrastination behavior, while e-procrastination affected online cart abandonment. In the study, it was also determined that eprocrastination behavior had a partial mediation effect between the need for comparison shopping and more information, the need for research and organization, emotional ambivalence and online shopping cart abandonment behavior.