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An Investigation into Online Shopping Cart Abandonment in South Africa

Author

Listed:
  • Lesley G. Benson

    (Department of Marketing Management, University of Pretoria, Private Bag X20, Pretoria, South Africa.)

  • Tinashe TR Ndoro

    (Department of Marketing Management, University of Pretoria, Private Bag X20, Pretoria, South Africa.)

Abstract

The research sought to investigate the factors that impact consumers’ online shopping cart abandonment in South Africa. The factors that impact online shopping cart abandonment which were under investigation included perceived security risks, perceived costs and organisation and research. A quantitative research design was adopted in the study and data was collected from respondents. The respondents consisted of consumers who are over the age of 18 and reside in South Africa. Structural equation modelling was used to analyse the data. The resulted showed that perceived security risks, perceived costs and organisation and research have a statistically significant impact on online shopping cart abandonment. The findings of this study offer businesses insight into the consumer motivations for abandoning their online shopping carts. This area of research has not been fully explored in developing countries, including South Africa.

Suggested Citation

  • Lesley G. Benson & Tinashe TR Ndoro, 2022. "An Investigation into Online Shopping Cart Abandonment in South Africa," International Review of Management and Marketing, Econjournals, vol. 12(3), pages 26-30, May.
    • Handle: RePEc:eco:journ3:2022-03-4
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    References listed on IDEAS

    as
    1. Huang, Guei-Hua & Korfiatis, Nikolaos & Chang, Chun-Tuan, 2018. "Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation," Journal of Business Research, Elsevier, vol. 85(C), pages 165-174.
    2. T. Ramayah & Jason Lee & Julie In, 2011. "Network collaboration and performance in the tourism sector," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 411-428, December.
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    More about this item

    Keywords

    online shopping; cart abandonment; perceived security risk; organisation and research;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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