Online Alışverişte Aşırı Seçenek Yükü ve Karar Yorgunluğunun Sepeti Terk Etme Üzerindeki Etkisi

Year 2025, Volume: 22 Issue: 6, 1333 - 1348, 17.12.2025

Nur Özer Canarslan

https://doi.org/10.26466/opusjsr.1743550

Abstract

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.

Keywords

aşırı seçenek yükü , karar yorgunluğu , çevrimiçi alışveriş sepetini terk etme , S-O-R modeli

The Impact of Choice Overload and Decision Fatigue on Cart Abandonment in Online Shopping

Abstract

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.

Keywords

choice overload , decision fatigue , online shopping cart abandonment , s-o-r model

Ethical Statement

Ethics committee permission for this study was obtained with the decision of Anadolu University Research and Publication Ethics Committee meeting decision dated 14.05.2025 and protocol number 891404.

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