Influence of Online Shopping Cart Abandonment: The Moderating Effect of Perceived Waiting Time
S.Arul Kumar1, Krithika.M2
1Dr.S.Arul Kumar, Associate Professor & Dy. Coordinator, Department of Business Administration, Directorate of Distance Education, Annamalai University. Chidambaram, Tamil Nadu, India.
2Dr.Krithika.M, Assistant Professor, Saveetha School of Engineering, Saveetha University, Chennai, Tamil Nadu, India.
Manuscript received on October 12, 2019. | Revised Manuscript received on 22 October, 2019. | Manuscript published on November 10, 2019. | PP: 3279-3284 | Volume-9 Issue-1, November 2019. | Retrieval Number: A9171119119/2019©BEIESP | DOI: 10.35940/ijitee.A9171.119119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Purpose –This research explores the moderating impact of perceived waiting time with regard to the hedonic motivation and utilitarian motivation of the discarding online shopping cart without making any purchase. Research design, data, and methodology – The data was collected from the study respondents through online structured questionnaire. The study used the Hayes process to analyse the influence of perceived waiting time concerning online shopping cart abandonment. Results – This study demonstrates the most important association between hedonic motivation, utilitarian motivation and the rate of online shopping cart dropout. Conclusions- Results from this study reveals that the perceived waiting time between hedonic motivation, utilitarian motivation and frequency of cart abandonment has a moderating impact. The hedonic shoppers will not wait for registration and page uploads, even if they search online portals for entertainment purposes.
Keywords: Online Shopping, Shopping cart abandonment, Online Behaviour, Perceived Waiting Time, Hedonic Motives, Utilitarian motives.
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