Expert Journal of Marketing (Jun 2023)
Drivers of Online Shopping Cart Abandonment in South Africa
Abstract
In today’s modern society, the multitude of technological advancements are encouraging an increasing number of people to utilize online shopping platforms. However, from the literature it has been noted that a large portion of consumers who add items to their virtual cart eventually abandon their shopping carts, and this behavior is related to several factors. The study aims to investigate the factors that influence online shopping cart abandonment, namely hedonic purposes, perceived transaction convenience, and organization and research within the South African context. A total of 247 responses were gathered by means of self-administered online questionnaires from South Africans over the age of 18 who had shopped online in the past. The results indicate that for both hedonic purposes and organisation and research, there is a positive statistically significant relationship with online shopping cart abandonment, yet no positive statistically significant relationship with online shopping cart abandonment, yet no positive relationship for perceived transaction inconvenience exists. For an online business to be successful, the above factors need to be taken into consideration when taking managerial decisions, which can lead to business implementing the necessary changes to maximise their online sales.
