Shopping cart checkout abandonment

Abstract

Mobile commerce e-commerce platforms have grown tremendously and explosively as technology and techniques have advanced. Consumer behavior in the process of surfing the online shopping experience and coming to a purchase decision is also complex. It is common for consumers to abandon their payment even after reaching the payment step in the online shopping process. This study regression model to uncover this abandonment phenomenon and its underlying factors by analyzing the responses of 336 users shopping on e-commerce platforms in Vietnam. The study further probes this type of abandonment and identifies the relevant drivers that lead to checkout abandonment. Empirical results have shown that checkout abandonment results from many variables, including price differences between channels, promotional discounts, return policies, and free shipping, as well as the platform's navigation design and account fatigue. The study discusses theoretical contributions and future research directions for marketers, particularly online retailers.