Analysis of Factors that Influence Consumer Behavior towards Shopping Cart Abandonment in Online Shopping at Shopee
DOI:
https://doi.org/10.55927/eajmr.v3i2.8292Keywords:
Consumer Behavior, Shopping Cart Abandonment, Online ShoppingAbstract
This research aims to identify and analyse factors that influence shopping cart abandonment behaviour when shopping on the Shopee marketplace. This research uses a purposive sampling technique of 100 active students in the Surabaya with the analytical method used in this research is multiple linear regression analysis. From the results of the analysis carried out, it was found that simultaneously (F test) the variables emotional ambivalence, hesitation at checkout, payment intention, choice overload, compare with website, perceived transaction inconvenience, perceived cost, and perceived risk had a significant effect on shopping cart abandonment behaviour. when shopping on the Shopee marketplace. Meanwhile, partial testing (t test) shows that choice overload is a variable that significantly influences shopping cart abandonment behaviour in online shopping at Shopee.
References
Apriadi, D., & Saputra, A. Y. (2017). E-Commerce berbasis marketplace dalam upaya mempersingkat distribusi penjualan hasil pertanian. Jurnal RESTI (Rekayasa Sistem Dan Teknologi Informasi), 1(2), 131–136. (https://doi.org/10.29207/resti.v1i2.36, diakses 07 September 2023)
Armstrong, G. M., & Kotler, P. (2011). Marketing: An introduction: Gary Armstrong and Philip Kotler.
Armstrong, M. (2017). Armstrong’s Handbook of Performance Management: An evidence-based guide to delivering high performance. Kogan Page Publishers.
Asosiasi penyelenggara jasa internet indonesia. (n.d.). Retrieved October 7, 2023, (https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang, diakses pada 18 September 2023)
BPS provinsi jawa timur. (n.d.). Retrieved October 8, 2023, from (https://jatim.bps.go.id/statictable/2023/07/20/2938/jumlah-mahasiswa-negeri-dan-swasta-di-bawah-kementerian-pendidikan-dan-kebudayaan-menurut-kabupaten-kota-2021-dan-2022.html, diakses pada 26 September 2023)
Brunn, P., Jensen, M., & Skovgaard, J. (2002). e-Marketplaces: European Management Journal, 20(3), 286–298 (https://doi.org/10.1016/s0263-2373(02)00045-2, diakses pada 26 September 2023)
Chakraborty, R., Lee, J., Bagchi-Sen, S., Upadhyaya, S., & Raghav Rao, H. (2016). Online shopping intention in the context of data breach in online retail stores: An examination of older and younger adults. Decision Support Systems, 83, 47–56. (https://doi.org/10.1016/j.dss.2015.12.007, diakses pada 26 September 2023)
Chernev, A., Böckenholt, U., & Goodman, J. (2014). Choice overload: A conceptual review and meta‐analysis. Journal of Consumer Psychology, 25(2), 333–358. (https://doi.org/10.1016/j.jcps.2014.08.002,diakses pada 26 September 2023)
Cho, C.-H., Kang, J., & Cheon, H. J. (2006). Online shopping hesitation. CyberPsychology & Behavior, 9(3), 261–274. (https://doi.org/10.1089/cpb.2006.9.261, diakses pada 26 September 2023)
Cho, J. (2004). Likelihood to abort an online transaction: Influences from cognitive evaluations, attitudes, and behavioral variables. Information
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Salwa Az Zhahra Putri, Yuniardi Rusdianto
This work is licensed under a Creative Commons Attribution 4.0 International License.
