PAPERS- VOLUME 2, ISSUE 1 (Sept.-2016)

Abandonment of the Shopping Cart: A Study of Online Consumer’s Non Shopping Behavior

Aishwarya Nair


Abstract - The e-commerce business in India is booming. The country is likely to remain one of the fastest growing e-commerce markets in the foreseeable future. Homegrown players like Flipkart and global behemoths like Amazon are trying every trick possible to woo the Indian consumers. In a quest to increase the size of the market and to grab a large chunk of the market share, these players are however operating in the red. The need of the hour is to adopt a two-pronged strategy; increase turnover and curtail costs. A deeper peep into the online shopping process reveals that a large number of shoppers throng the e-tailer’s websites, initiate the shopping process but fail to complete it. Known as ‘abandonment of the shopping cart’, this mid-way departure hurts the top-line of the e-tailers in a big way. The present study used exploratory factor analysis to examine the factors that lead consumers to abandon their shopping carts. The findings revealed that the value conscious Indian consumers do not consummate the shopping process when they find reasonably priced options on other portals. The perceived risk and technical glitches also acted as stumbling blocks. The study also found evidence that consumers log onto shopping portals merely to gather information or kill time and not to purchase goods and services.

Keywords: Keywords: Online non –shopping behavior, online shopping, online cart abandonment, online consumer behavior.

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