ISSN: 2225-8329
Open access
Online shopping has been around for decades; however, only recently it becomes mainstream, especially during a pandemic. Due to the rise of online shopping activities, the rate of shopping cart abandonment also increases concurrently. This issue damages the e-tailer's business. It causes trillions of dollar losses annually and generates problems such as high advertising costs, signals a poor user experience and impacts website analytics. Thus, this research is conducted to delve into this topic and explain this behaviour among young adults. A self-administered online questionnaire has been conducted and distributed to people in their 20's to '30s, and 255 completed questionnaires were obtained. However, only 252 respondents were analyzed. Regression and correlation analysis documented that organizational tools, entertainment value, and perceived cost were the underlying factors leading to young adults' shopping carts abandonment. These findings will help the e-tailers to understand young adult behaviour towards online shopping and can be treated as indications to lessen shopping cart abandonment.
Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Raza, S. M., & Naqvi, M. B. (2020). E-commerce trends during COVID-19 Pandemic. International Journal of Future Generation Communication and Networking, 13(2), 1449-1452.
Coppola, J., & Sousa, K. (2008). Characteristics affecting the abandonment of e-commerce shopping carts – a pilot study. Northeast Decision Sciences Institute Proceedings, 384-389.
Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of applied psychology, 78(1), 98.
Daud, N. M., Mohd, N. R. N., Shamsudin, N. S., Zaidan, N. K., & Mohamed, I. S. (2016). Facors that influence student's behavior on online shopping in Malaysia. PONTE International Journal of Science and Research, 72(4).
Department of Statistics, Malaysia. (2021). Income of E-Commerce Transactions Surged 30.0 per cent in The First Quarter 2021.
https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=489&bul_id=c1FiaHRCQnlRdkxzUUFkNFJncWtEQT09&menu_id=b0pIV1E3RW40VWRTUkZocEhyZ1pLUT09.
Erdil, M. (2018). Factors affecting shopping cart abandonment: pre-decisional conflict as a mediator. Journal of Management Marketing and Logistics, 5(2), 140-152.
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), 867-875.
Gurley, J. W. (2000): The one Internet metric that really matters. Fortune 2000;141: 392[March 6]
Harrison-Walker, J. L. (2002). If you build it, will they come? Barriers to international e-marketing. Journal of Marketing Theory and Practice, 10, 12-21.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York, 63.
Kee, D. M. H., Nasser, S. N. A., Sany, N. S. M., Azhar, T. I., Roslan, Z. H., & Amli, N. A. (2021). The Strategy, Impact, and Challenges Faced by Pos Malaysia Berhad during the COVID-19 Crisis. Journal of the Community Development in Asia (JCDA), 4(2), 13-25.
Kim, D., Ammeter, A. P. (2008). Examining shifts in online purchasing behavior: decoding the net generation. Academy of Information and Management Sciences Proceedings, Vol. 12, No. 1
Kuhlmeier, D., & Knight, G. (2005). Antecedents to internet?based purchasing: a multinational study. International Marketing Review.
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, B. K., & Lee, W. N. (2004). The effect of information over-load on consumer choice quality in an on-line environment. Psychology and Marketing, 21, 159-183.
Luo, X. (2002). Uses and gratifications theory and e-consumer behaviors: a structural equation modeling study. Journal of Interactive Advertising, 2(2), 34-41.
Magill, K. (2005). Building a better shopping cart. Multichannel Merchant, 1(8), 18-19.
Malaysian Communications and Multimedia Commission. (2020). Internet Users Survey 2020, https://www.mcmc.gov.my/skmmgovmy/media/General/pdf/IUS-2020-Report.pdf. Retrieved on 20 September 2021.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39-56.
Maxwell, S., & Maxwell, N. (2001). Channel reference prices: the potentially damaging effects of napster. Proceedings of the 2001 Fordham University Behavioral Pricing Conference, 32
Myazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35, 27-44.
Nelson, R. A., Cohen, R., & Rasmussen, F. R. (2007). An analysis of pricing strategy and price dispersion on the internet. Eastern Economic Journal, 33(1), 95-110.
Nichols, R. (2018) Understanding Shopping Cart Abandonment,
https://www.abtasty.com/blog/understanding-shopping-cart-abandonment/. Retrieved on 20 September 2021.
Osman, M. (2021), How to Decrease Shopping Cart Abandonment on Your Ecommerce Site, https://kinsta.com/blog/shopping-cart-abandonment/. Retrieved on 20 September 2021.
Petersen, J. A., & Kumar, V. (2009). Are product returns a necessary evil? Antecedents and consequences. Journal of Marketing, 73, 35-51.
Rajamma, R., Paswan, A., & Hossain, M. (2009). Why do shoppers abandon shopping carts? Perceived waiting time, risk, and transaction inconvenience. Journal of Product & Brand Management, 18, 188-197.
Rewick, J. (2000). Clinching the holiday e-sale: some 65% of online shopper's bolt at the checkout point; e-tailers try to keep them. Wall Street Journal, B1. October 9.
Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of business research, 57(7), 748-757.
Sekaran, U. (2003). Research Methods for Business: A Skill Building Approarch Fourth Edition. New York, NY; John Wiley and Sons Inc.
Sondhi, N. (2017). Segmenting & profiling the deflecting customer: understanding shopping cart abandonment. Procedia Computer Science, 122, 392-399.
Statista. (2021). Online shopping cart abandonment rate in 2020, by region, https://www.statista.com/statistics/546885/cart-abandonment-rate-region/. Retrieved on 20 September, 2021.
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California management review, 43(2), 34-55.
Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of business research, 67(1), 2768-2776.
Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model—a critical survey of consumers factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41-62.
In-Text Citation: (Mad et al., 2021)
To Cite this Article: Mad, S., Omar, N. A., & Sarudin, E. S. (2021). Shopping Cart Abandonment among Young Adult in Malaysia: Exploring the Drivers of Cart Abandonment and Consumer Behaviour’s. International Journal of Academic Research in Business and Social Sciences, 11(10), 949–961.
Copyright: © 2021 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode