Karar Yorgunluğu Bağlamında Çevrim İçi Alışveriş Sepeti Terk Etme Davranışı: Yapısal Eşitlik Modellemesi ile Bir Analiz

Abstract

Dijital perakende ortamında çevrim içi alışverişin artmasıyla birlikte, sanal alışveriş sepetlerinin terk edilmesi olgusu hem pazarlamacılar hem de araştırmacılar için önemli bir sorun alanı haline gelmiştir. Tüketicilerin ürünleri sepete ekledikten sonra satın alma sürecini tamamlamadan çevrim içi mağazadan ayrılmaları, satış kayıplarının yanı sıra müşteri deneyiminde de önemli zayıflıklara işaret etmektedir. Bu çalışma, çevrim içi alışveriş sürecinde ortaya çıkan karar yorgunluğunun, sepet terk etme davranışı üzerindeki etkilerini incelemeyi amaçlamaktadır. Araştırma kapsamında 384 tüketiciden anket yoluyla veri toplanmış ve analizlerde Yapısal Eşitlik Modellemesi (YEM) kullanılmıştır. Bulgular, karar yorgunluğunun beş farklı sepet terk etme boyutunun tamamı üzerinde (genel terk, eğlence, fiziki mağaza tercihi, güvenlik ve maliyet) pozitif ve anlamlı etkiler yarattığını ortaya koymaktadır. Özellikle maliyet hassasiyeti ve genel terk eğilimi, karar yorgunluğundan en fazla etkilenen alanlar olmuştur. Sonuçlar, bilgi yükü ve zihinsel yorgunluk gibi psikolojik unsurların, satın alma sürecinin son aşamasında tüketicinin karar alma kapasitesini olumsuz etkileyerek sepet terk etme davranışına yol açtığını göstermektedir.

Keywords

• Karar yorgunluğu
• Çevrimiçi alışveriş
• Tüketici davranışı
• Sepet terki

Online Shopping Cart Abandonment Behaviour in the Context of Decision Fatigue: An Analysis with Structural Equation Modelling

Abstract

In the evolving landscape of digital retail, online shopping cart abandonment has become a significant concern for marketers and researchers. Many consumers add products to their virtual carts but leave the website without completing the purchase, resulting in considerable revenue loss and reduced marketing efficiency. This study aims to examine the role of decision fatigue -a psychological state arising from cognitive overload- on consumers’ cart abandonment behavior in online shopping environments. Survey data were collected from 384 online shoppers and analyzed using Structural Equation Modeling (SEM). The results show that decision fatigue has significant and positive effects across all five dimensions of cart abandonment: general abandonment, hedonic use, preference for physical stores, security concerns, and cost sensitivity. The strongest effects were observed in the general abandonment and cost dimensions. These findings suggest that cognitive overload and mental exhaustion impair consumers' decision-making capacity, especially in the final stages of purchase, leading to a higher likelihood of cart abandonment. This study enriches consumer behavior literature by introducing decision fatigue as a key psychological factor and provides practical implications for simplifying digital retail environments.

Keywords

• Decision Fatigue
• Online Shopping
• Cart Abandonment
• Consumer Behavior

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