Research Article
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Kafam Çok Karıştı! Sonra Bakarız… Online Alışveriş Sepetini Terk Etme Davranışının Oluşumunda Seçim Paradoksu, Duygusal Kararsızlık ve Tereddüt

Year 2023, Volume: 14 Issue: 2, 26 - 53, 25.10.2023
https://doi.org/10.34231/iuyd.1331374

Abstract

Online alışveriş sepetini terk etme davranışı, sanal alışveriş aktiviteleri esnasında tüketicinin ürün veya ürünleri alışveriş sepetine eklemesi, fakat sonunda ödeme gerçekleştirmeden ve satın alma yapmadan sepeti terk etmesi olgusudur. Bu olgunun anlaşılması noktasında literatürde halen sınırlılık bulunması çeşitli araştırma sorularına ilham vermektedir. Bu çalışmada online alışveriş sepetini terk etme davranışı S-O-R paradigmasında ele alınarak tüketicinin zihinsel süreci içerisinde oluşumu çerçevelendirilmiştir. Bu kapsamda tüketicinin online alışverişler esnasında karşı karşıya olabileceği seçim fazlalığı (seçim paradoksu) ve bu bağlamda yaşayabileceği duygusal kararsızlıkla beraber ödeme aşamasında tereddüt ortaya çıkabileceği, online alışveriş sepetini terk etme davranışının meydana gelmesinde etkili olabileceği varsayımından yola çıkılmıştır. Bu çerçevede seçim paradoksu, duygusal kararsızlık, ödeme anında tereddüt ve sanal alışveriş sepetini terk etme davranışı arasındaki ilişkilerin istatistiksel olarak belirlenmesi amaçlanmıştır. Bu amaca yönelik olarak bir nicel araştırma kapsamında yürütülen anket uygulaması ile kolayda örnekleme yönteminde 400 tüketiciden veri elde edilmiştir. Veriler SPSS ve AMOS yazılımlarında analiz edilmiştir. Yapısal eşitlik modellemesi sonucunda ortaya çıkan bulgular, seçim paradoksu, duygusal kararsızlık, ödeme anında tereddüt ve sanal alışveriş sepetini terk etme davranışı arasında önemli ölçüde pozitif doğrusal ilişkiler olduğunu göstermiştir.

References

  • Albrecht, C. M., Hattula, S., & Lehmann, D. R. (2017). The relationship between consumer shopping stress and purchase abandonment in task-oriented and recreation-oriented consumers. Journal of the Academy of Marketing Science, 45, 720-740.
  • Amara, A. B. H. (2016). Atmospheric components of a commercial website and the behavioral responses of the cyber- consumers: Case of an online store of cultural products. Amity Journal of Marketing, 1(1), 1-19.
  • Ashforth, B. E., Rogers, K. M., Pratt, M. G., & Pradies, C. (2014). Ambivalence in organizations: A multilevel approach. Organization Science, 25(5), 1453-1478.
  • Atalar, G. (2012). Online alışveriş yönelimleri ve sanal mağaza atmosferi. Yayımlanmamış Yüksek Lisans Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Bakırtaş, H. (2013). SOR paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: Bir literatür incelemesi. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, 2013(2), 47-55.
  • Barros, L. B. L., Petroll, M. D. L. M., Damacena, C., & Knoppe, M. (2019). Store atmosphere and impulse: A cross-cultural study. International Journal of Retail & Distribution Management, 47(8), 817-835.
  • Bartlett, J. E., Kotrlik, J. W., & Higgins, C. C. (2001). Organizational research: Determining appropriate sample size in survey research appropriate sample size in survey research. Information Technology, Learning, and Performance Journal, 19(1), 43-50.
  • Bee, C. C., & Madrigal, R. (2013). Consumer uncertainty: The influence of anticipatory emotions on ambivalence, attitudes, and intentions. Journal of Consumer Behaviour, 12(5), 370-381.
  • Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246.
  • Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness-of-fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606.
  • Bollen, K. A. (1989). Structural equations with latent variables. John Wiley & Sons.
  • Bonett, D. G., & Wright, T. A. (2015). Cronbach’s alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3-15.
  • Boston Consulting Group (2016). Americans’ move to online shopping is plateauing. Boston, Massachusetts: Boston Consulting Group (BCG).
  • Bross, I. D. J. (1965). Design for decision. New York: Free Press.
  • Brown, J. D. (2002). The Cronbach Alpha reliability estimate. JALT Testing & Evaluation SIG Newsletter, 6(1), 17-19.
  • Chang, C. (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19-31.
  • Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: The role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
  • Chea, S., & Luo, M. M. (2008). Post-adoption behaviors of e-service customers: The in- terplay of cognition and emotion. International Journal of Electronic Commerce, 12(3), 29-56.
  • Chen, C-C., & Yao, J-Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1-14.
  • Chen, T. Y., Chen, J. L., & Li, Z. G. (2017). Stimulus on online impulse purchase from consumers’ affect perspective. Soochow Journal of Economics and Business, 95, 23-55.
  • Cheng, Y., & Zhou, S. S. (2016). A study of online customers’ serenidipitous product search behavior. Chinisene Journal of Management Science, 24(1), 340-3471.
  • Chernev, A. (2003). When more is less and less is more: The role of ideal point availability and assortment in consumer choice. Journal of consumer Research, 30(2), 170-183.
  • Chernev, A. (2006). Decision focus and consumer choice among assortments. Journal of Consumer Research, 33(1), 50-59.
  • Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358.
  • Cho, C. H., Kang, J., Cheon, H. J. (2006). Online shopping hesitation. Cyberpsychology & Behavior, 9(3), 261-274.
  • Cho, J. (2004). Likelihood to abort an online transaction: Influences from cognitive evaluations, attitudes, and behavioral variables. Information & Management, 41(7), 827-838.
  • Close, A. G., & Kukar-Kinney, M. (2010). Beyond buying: Motivations behind consumers’ online shopping cart use. Journal of Business Research, 63(9-10), 986-992.
  • Cochran, W. G. (1977). Sampling techniques. New York: John Wiley & Sons.
  • Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-324.
  • Dailey, L. (2004). Navigational web atmospherics. Journal of Business Research, 57(7), 795-803.
  • Doğaner, M., & Temel, E. (2020). Genç pazar kurtları, ailelerinin satın alma karar sürecini etkiliyor mu? Online alışveriş çerçevesinde nicel bir araştırma. Business Economics and Management Research Journal, 3(1), 25-48.
  • Duhachek, A. (2005). Coping: A multidimensional, hierarchical framework of responses to stressful consumption episodes. Journal of Consumer Research, 32(1), 41-53.
  • Dülgeroğlu, İ. (2019). Ürün çeşitliliğinde seçim paradoksu. Kırklareli Üniversitesi Sosyal Bilimler Dergisi, 3(3), 261-270.
  • Dynamic Yield (2023). eCommerce Benchmarks: cart abandonment rate. https://marketing.dynamicyield.com/benchmarks/cart-abandonment-rate/ (Erişim tarihi: 27.05.2023)

I’m so consufed! Maybe later... Choice overload, emotional ambivalence and hesitation in the emergence of online shopping cart abandonment behavior

Year 2023, Volume: 14 Issue: 2, 26 - 53, 25.10.2023
https://doi.org/10.34231/iuyd.1331374

Abstract

The phenomenon of abandoning the online shopping cart refers to the behavior of consumers adding products to their virtual shopping carts during the online shopping activities but ultimately leaving the cart without completing the purchase and payment. However, the limited research in the literature regarding this phenomenon inspires various research questions. In this study, the abandonment of the online shopping cart behavior is framed within the S-O-R paradigm, focusing on the consumer's mental process. Within this context, it is assumed that the choice overload consumers may face during online shopping, coupled with emotional ambivalence, and hesitation at the checkout stage, could lead to uncertainty during the payment process, which in turn might contribute to the online shopping cart abandonment. To address this, the relationships among choice overload, emotional ambivalence, hesitation at check-out, and online shopping cart abandonment are statistically examined. A quantitative research approach was adopted, and data were obtained through a survey administered to 400 consumers using convenience sampling. The data were analyzed using SPSS and AMOS software. The findings from the structural equation modeling revealed significant positive linear relationships between choice overload, emotional ambivalence, hesitation at check-out, and online shopping cart abandonment.

References

  • Albrecht, C. M., Hattula, S., & Lehmann, D. R. (2017). The relationship between consumer shopping stress and purchase abandonment in task-oriented and recreation-oriented consumers. Journal of the Academy of Marketing Science, 45, 720-740.
  • Amara, A. B. H. (2016). Atmospheric components of a commercial website and the behavioral responses of the cyber- consumers: Case of an online store of cultural products. Amity Journal of Marketing, 1(1), 1-19.
  • Ashforth, B. E., Rogers, K. M., Pratt, M. G., & Pradies, C. (2014). Ambivalence in organizations: A multilevel approach. Organization Science, 25(5), 1453-1478.
  • Atalar, G. (2012). Online alışveriş yönelimleri ve sanal mağaza atmosferi. Yayımlanmamış Yüksek Lisans Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Bakırtaş, H. (2013). SOR paradigması temelinde mağaza atmosferi ve duyguların pazarlamadaki önemi: Bir literatür incelemesi. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, 2013(2), 47-55.
  • Barros, L. B. L., Petroll, M. D. L. M., Damacena, C., & Knoppe, M. (2019). Store atmosphere and impulse: A cross-cultural study. International Journal of Retail & Distribution Management, 47(8), 817-835.
  • Bartlett, J. E., Kotrlik, J. W., & Higgins, C. C. (2001). Organizational research: Determining appropriate sample size in survey research appropriate sample size in survey research. Information Technology, Learning, and Performance Journal, 19(1), 43-50.
  • Bee, C. C., & Madrigal, R. (2013). Consumer uncertainty: The influence of anticipatory emotions on ambivalence, attitudes, and intentions. Journal of Consumer Behaviour, 12(5), 370-381.
  • Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246.
  • Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness-of-fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606.
  • Bollen, K. A. (1989). Structural equations with latent variables. John Wiley & Sons.
  • Bonett, D. G., & Wright, T. A. (2015). Cronbach’s alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3-15.
  • Boston Consulting Group (2016). Americans’ move to online shopping is plateauing. Boston, Massachusetts: Boston Consulting Group (BCG).
  • Bross, I. D. J. (1965). Design for decision. New York: Free Press.
  • Brown, J. D. (2002). The Cronbach Alpha reliability estimate. JALT Testing & Evaluation SIG Newsletter, 6(1), 17-19.
  • Chang, C. (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19-31.
  • Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: The role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
  • Chea, S., & Luo, M. M. (2008). Post-adoption behaviors of e-service customers: The in- terplay of cognition and emotion. International Journal of Electronic Commerce, 12(3), 29-56.
  • Chen, C-C., & Yao, J-Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1-14.
  • Chen, T. Y., Chen, J. L., & Li, Z. G. (2017). Stimulus on online impulse purchase from consumers’ affect perspective. Soochow Journal of Economics and Business, 95, 23-55.
  • Cheng, Y., & Zhou, S. S. (2016). A study of online customers’ serenidipitous product search behavior. Chinisene Journal of Management Science, 24(1), 340-3471.
  • Chernev, A. (2003). When more is less and less is more: The role of ideal point availability and assortment in consumer choice. Journal of consumer Research, 30(2), 170-183.
  • Chernev, A. (2006). Decision focus and consumer choice among assortments. Journal of Consumer Research, 33(1), 50-59.
  • Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358.
  • Cho, C. H., Kang, J., Cheon, H. J. (2006). Online shopping hesitation. Cyberpsychology & Behavior, 9(3), 261-274.
  • Cho, J. (2004). Likelihood to abort an online transaction: Influences from cognitive evaluations, attitudes, and behavioral variables. Information & Management, 41(7), 827-838.
  • Close, A. G., & Kukar-Kinney, M. (2010). Beyond buying: Motivations behind consumers’ online shopping cart use. Journal of Business Research, 63(9-10), 986-992.
  • Cochran, W. G. (1977). Sampling techniques. New York: John Wiley & Sons.
  • Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-324.
  • Dailey, L. (2004). Navigational web atmospherics. Journal of Business Research, 57(7), 795-803.
  • Doğaner, M., & Temel, E. (2020). Genç pazar kurtları, ailelerinin satın alma karar sürecini etkiliyor mu? Online alışveriş çerçevesinde nicel bir araştırma. Business Economics and Management Research Journal, 3(1), 25-48.
  • Duhachek, A. (2005). Coping: A multidimensional, hierarchical framework of responses to stressful consumption episodes. Journal of Consumer Research, 32(1), 41-53.
  • Dülgeroğlu, İ. (2019). Ürün çeşitliliğinde seçim paradoksu. Kırklareli Üniversitesi Sosyal Bilimler Dergisi, 3(3), 261-270.
  • Dynamic Yield (2023). eCommerce Benchmarks: cart abandonment rate. https://marketing.dynamicyield.com/benchmarks/cart-abandonment-rate/ (Erişim tarihi: 27.05.2023)
There are 34 citations in total.

Details

Primary Language Turkish
Subjects Business Administration, Digital Marketing, Marketing (Other)
Journal Section Research Article
Authors

Eren Temel

Publication Date October 25, 2023
Published in Issue Year 2023 Volume: 14 Issue: 2

Cite

APA Temel, E. (2023). Kafam Çok Karıştı! Sonra Bakarız… Online Alışveriş Sepetini Terk Etme Davranışının Oluşumunda Seçim Paradoksu, Duygusal Kararsızlık ve Tereddüt. İnternet Uygulamaları Ve Yönetimi Dergisi, 14(2), 26-53. https://doi.org/10.34231/iuyd.1331374