TY  - JOUR
T1  - The Impact of Choice Overload and Decision Fatigue on Cart Abandonment in Online Shopping
TT  - Online Alışverişte Aşırı Seçenek Yükü ve Karar Yorgunluğunun Sepeti Terk Etme Üzerindeki Etkisi
AU  - Özer Canarslan, Nur
PY  - 2025
DA  - December
Y2  - 2025
DO  - 10.26466/opusjsr.1743550
JF  - OPUS Journal of Society Research
JO  - OPUS TAD
PB  - İdeal Kent Yayınları
WT  - DergiPark
SN  - 2791-9862
SP  - 1333
EP  - 1348
VL  - 22
IS  - 6
LA  - en
AB  - This study examines decision-making processes that challenge individuals' cognitive and emotional limits in a digitalized consumption environment from a multidimensional perspective. It is hypothesized that the overload of choices faced by consumers in online shopping is linked to increased decision fatigue, and that this fatigue is associated with a higher likelihood of cart abandonment. The research examines individuals’ internal cognitive responses to environmental stimuli and their behavioral consequences within the Stimulus-Organism-Response (S-O-R) model. In the model, choice overload is considered an external stimulus, decision fatigue an internal organismal response, and cart abandonment a behavioral outcome. In this quantitative study, data were collected through an online survey of 321 participants from Türkiye who had experienced cart abandonment in the last three months. The analysis used partial least squares (PLS-SEM), beginning with an assessment of the measurement model's validity and reliability, followed by the evaluation of hypotheses through the structural model. The findings show that decision fatigue plays a significant mediating role in the relationship between choice overload and cart abandonment behavior. This research offers theoretical and practical contributions in terms of consumer welfare and user experience design by revealing the invisible mental pressures of digital consumption behaviors.
KW  - choice overload
KW  - decision fatigue
KW  - online shopping cart abandonment
KW  - s-o-r model
N2  - Bu çalışma, dijitalleşen tüketim ortamında bireylerin bilişsel ve duygusal sınırlarını zorlayan karar süreçlerini çok boyutlu bir bakış açısıyla ele almaktadır. Çevrimiçi alışverişte tüketicilerin karşılaştığı aşırı seçenek yükünün, zihinsel kaynaklarını tüketerek karar yorgunluğuna yol açtığı; bunun da alışveriş sürecinin tamamlanmamasıyla, yani sepeti terk etme davranışıyla sonuçlandığı varsayılmaktadır. Araştırma, bireyin çevresel uyarıcılara verdiği içsel bilişsel tepkileri ve davranışsal sonuçlarını S-O-R (Uyarıcı–Organizma–Tepki) modeli çerçevesinde ele almaktadır. Modelde, aşırı seçenek yükü dışsal bir uyarıcı; karar yorgunluğu içsel bir organizmal tepki; sepeti terk etme ise davranışsal bir çıktı olarak değerlendirilmiştir. Nicel araştırma yönteminin benimsendiği çalışmada, veriler çevrimiçi anket yoluyla Türkiye’de yaşayan ve son üç ay içinde sepet terk etme deneyimi yaşamış 321 katılımcıdan toplanmıştır. Analiz sürecinde yapısal eşitlik modellemesi (PLS-SEM) metodu kullanılmış; önce ölçüm modelinin geçerliliği ve güvenilirliği test edilmiş, ardından yapısal model üzerinden hipotezler değerlendirilmiştir. Bulgular, karar yorgunluğunun aşırı seçenek yükü ile sepeti terk etme davranışı arasındaki ilişkide anlamlı bir aracı rol üstlendiğini göstermiştir. Araştırma, dijital tüketim davranışlarında görünmeyen zihinsel baskıları açığa çıkararak tüketici refahı ve kullanıcı deneyimi tasarımı açısından hem teorik hem uygulamalı katkılar sunmaktadır.
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UR  - https://doi.org/10.26466/opusjsr.1743550
L1  - https://dergipark.org.tr/en/download/article-file/5059665
ER  -