Title: Electronic shopping cart abandonment mystery: moderation analysis by demographics

Authors: Tanu Jain; Ishani Patharia Chopra

Addresses: Department of Commerce, BPS Women University, Sonipat, Haryana, 131305, India ' Department of Commerce, BPS Women University, Sonipat, Haryana, 131305, India

Abstract: This study aims to determine the factors that influence electronic shopping cart abandonment using the underpinnings of social cognitive theory (SCT). Data were collected from 641 young online shoppers in the National Capital Region of India using the snowball-sampling technique. Partial least squares structural equation modelling (PLS-SEM) was used to test the conceptual relationships and partial least square multi-group analysis (PLS-MGA) technique was used to examine the moderating effect of demographic variables on electronic shopping cart abandonment. The findings reveal that navigational design, e-service quality, utilitarian motive, and price value negatively impact electronic shopping cart abandonment. Further, demographic factors significantly moderate few relationships associated with electronic shopping cart abandonment (ESCA). Academically, this study is the pioneer study that uses the underpinnings of social cognitive theory to examine the impact of personal, social, and environmental factors on ESCA. Practically, insights from the findings of our study can help e-retailers to improve their strategies related to personal, social, and environmental factors to enhance customer experience and curb ESCA.

Keywords: e-commerce; electronic shopping cart abandonment; moderation effect; online customers; partial least square; social cognitive theory; young customers.

DOI: 10.1504/IJVCM.2024.143691

International Journal of Value Chain Management, 2024 Vol.15 No.2, pp.192 - 216

Received: 31 Dec 2023
Accepted: 03 Nov 2024
Published online: 03 Jan 2025 *

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