Decoding Online Shopping Cart Abandonment: An S-O-R Model Perspective On Consumer Decision-Making

Abstract

This study examines the factors that influence shopping cart abandonment (SCA) in e-commerce, utilizing the Stimulus-Organism-Response (S-O-R) framework. This research aims to shed light on the mental and emotional factors that lead shoppers to leave items in their baskets without making a purchase. The research method used is quantitative, employing a questionnaire distributed via Google Forms to 145 respondents who are e-commerce consumers and have abandoned their online shopping carts. The data were analyzed using Partial Least Squares (SmartPLS 4). The research approach involves validity analysis, reliability, and R-squared hypothesis tests. The analysis results show that the stimuli of Choice Overload and Checkout Complexity significantly affect Emotional Ambivalence and Hesitation at Checkout, which ultimately contribute to SCA Decision. It was found that Hesitation at Checkout had the most decisive influence on SCA. Consumers' choices to leave shopping carts are significantly influenced by psychological elements, such as emotional ambivalence and uncertainty.