ISSN: 2225-8329
Open access
As the e-commerce market expands, so does the opportunity for researchers to investigate and study the motivations that drive digital consumers to complete their online purchases. However, a study to understand digital consumer behaviour sentiment around shopping cart abandonment in Malaysia is still limited. Thus, the purpose of this paper is to investigate the implications of organisational and entertainment purposes on online shopping cart abandonment and broaden the framework to include the role of hesitation at the checkout stage as a mediator. Data was collected using an online questionnaire distributed randomly via a social media platform. A total of 229 online shoppers participated as respondents in this study. The result indicated organisational and entertainment purposes have a significant influence on consumers' abandoning their online carts. It was also found that hesitation at checkout had a direct effect and an indirect effect on the rate of shopping cart abandonment when hesitancy becomes a mediator. The findings of this study offer an insight to online retailers into the consumer motivations for neglecting their online carts and the role of hesitation at checkout as a mediator, which has not been explored in Malaysia.
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In-Text Citation: (Mad & Omar, 2022)
To Cite this Article: Mad, S., & Omar, N. A. (2022). The Effects of Hesitation on Digital Consumer Behaviour in Relation to Online Cart Abandonment. International Journal of Academic Research in Accounting Finance and Management Sciences, 12(3), 496–513.
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