The Determinant Factors of Shopping Cart Abandonment Among E-commerce Customers in Indonesia

Abstract

Predicting the non-purchase behavior of potential customers, such as the abandonment of online shopping carts, is a pivotal factor in determining the success of companies. Despite several conducted studies, further investigation is still required to gain a profound understanding of the underlying causes of these phenomena. The research aims to analyze the motivating factors behind shopping cart abandonment among ecommerce customers in Indonesia using a quantitative method. Furthermore, the population size is undefined, and the sample consists of 200 respondents selected through purposive sampling. The sample size is determined by five times the indicator number. The data analysis is conducted using Structural Equation Modeling (SEM) through SmartPLS 4.0.8.5, and the Coefficient of determination (R2) value for shopping cart abandonment is found to be 37.5%. The results show that complicated checkout, information overload, complicated policies, and limited shipping options positively impact shopping cart abandonment. Complicated checkout emerges as the most significant variable. Meanwhile, perceived cost and emotional ambivalence have no impact. The research also provides theoretical contributions and suggests future research for e-commerce companies and merchants. The theoretical contribution is how user emotions, user experience, merchant policies, and e-commerce regulation affect shopping cart abandonment. From the practical implications, e-commerce companies should focus on the user experience during checkout to reduce shopping cart abandonment.