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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

1. Baki, R. (2020). Analysis of factors affecting customer trust in online hotel booking website usage. European Journal of Tourism Hospitality and Recreation, 10(2):106-117. DOI:10.2478/ejthr-2020-0009
2. Cho, J. (2004). Likelihood to abort an online transaction: ınfluences from cognitive evaluations, attitudes, and behavioral variables. Information & Management, 41(7), 827-838. https://doi.org/10.1016/j.im.2003.08.013
3. Çavuş Genç, E., Karaduman, İ., & Özkan, A. (2021). Çevrimiçi alışverişte sepeti terk etme ölçeğinin Türkçeye uyarlanması. Business & Management Studies: An International Journal, 9(3), 1156-1172. https://doi.org/10.15295/bmij.v9i3.1847
4. Enache, M. C. (2024). The cognitive principles ınfluencing online consumer behavior in e-commerce platforms. Annals Of Dunarea De Jos University of Galati. fascicle I. Economics and Applied Informatics, 30(2), 92-97. https://doi.org/10.35219/eai15840409415
5. George, D., & Mallery, P. (2010). SPSS For Windows Step By Step: A Simple Guide And Reference, 17.0 update (10th ed). Allyn & Bacon.
6. Gul, R., Arshad, M. R., Sana Batool, & Munaza Kanwal. (2023). Online shopping cart abandonment, a worth discussing digitalization phenomenon in Pakistani cultural context. International Journal of Social Science & Entrepreneurship, 3(1), 282-293. https://doi.org/10.58661/ijsse.v3i1.12
7. Hassan, N., Abdelraouf, M., & El-Shihy, D. (2025). The moderating role of personalized recommendations in the trust–satisfaction–loyalty relationship: an empirical study of AI-driven e-commerce. Future Business Journal, 11(1), 66. DOI:10.1186/s43093-025-00476-z
8. Hickman, R. L., Pignatiello, G. A., & Tahir, S. (2018). Evaluation of the decisional fatigue scale among surrogate decision makers of the critically ıll. Western Journal of Nursing Research, 40(2), 191-208. https://doi.org/10.1177/0193945917723828

9. Huang, G.-H., Korfiatis, N., & Chang, C.-T. (2018). Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation. Journal of Business Research, 85, 165-174. https://doi.org/10.1016/j.jbusres.2017.12.008
10. Kamalul Ariffin, S., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase ıntention. Journal of Research in Interactive Marketing, 12(3), 309-327. https://doi.org/10.1108/JRIM-11-2017-0100
11. Koen van Gelder. (2025). Global Digital Shopping Cart Abandonment Rate 2025. Statista. https://www.statista.com/statistics/477804/online-shopping-cart-abandonment-rate-worldwide/
12. Kukar-Kinney, M., & Close, A. G. (2010). The determinants of consumers’ online shopping cart abandonment. Journal of the Academy of Marketing Science, 38(2), 240-250. https://doi.org/10.1007/s11747-009-0141-5
13. Li, J., & Kang, J. (2025). Less stress, fewer delays: the role of sophisticated aı ın mitigating decision fatigue and purchase postponement ın luxury retail. Journal of Retailing and Consumer Services, 85, 104268. https://doi.org/10.1016/j.jretconser.2025.104268
14. Mittal, B. (2025). The psychology of online shopping cart abandonment: A scrutiny of the current research framework and building an ımproved model of the online shopper journey. Electronic Commerce Research, 25(2), 777-803.https://doi.org/10.1007/s10660-022-09667-0
15. O’Connor, P., & Assaker, G. (2026). Determinants of success in online travel: Examining the effect of a comprehensive higher-order model on e-service quality on loyalty and customers’ citizenship behavior. Journal of Theoretical and Applied Electronic Commerce Research, 21(1), 23. https://doi.org/10.3390/jtaer21010023
16. Ong, A. K. S., Dejucos, M. J. R., Rivera, M. A. F., Muñoz, J. V. D. J., Obed, M. S., & Robas, K. P. E. (2022). Utilizing SEM-RFC to predict factors affecting online shopping cart abandonment during the Covıd-19 Pandemic. Heliyon, 8(11), e11293. https://doi.org/10.1016/j.heliyon.2022.e11293
17. Palinkas, L. A., Um, M. Y., Jeong, C. H., Chor, K. H. B., Olin, S., Horwitz, S. M., & Hoagwood, K. E. (2017). Adoption of ınnovative and evidence-based practices for children and adolescents ın state-supported mental health clinics: A qualitative study. Health Research Policy and Systems, 15(1), 27. https://doi.org/10.1186/s12961-017-0190-z
18. Palma, M., Segovia, M., Kassas, B., Ribera, L., & Hall, C. (2016). The Effects of Self-Control on Subsequent Purchasing Decisions. https://doi.org/10.22004/AG.ECON.235987
19. Pignatiello, G. A., Martin, R. J., & Hickman, R. L. (2020). Decision fatigue: A conceptual analysis. Journal of Health Psychology, 25(1), 123-135. https://doi.org/10.1177/1359105318763510
20. Putri, S. A. Z., & Rusdianto, Y. (2024). Analysis of factors that ınfluence consumer behavior towards shopping cart abandonment in online shopping at shopee. East Asian Journal of Multidisciplinary Research, 3(2), 629-644. https://doi.org/10.55927/eajmr.v3i2.8292
21. Roy, R., & Shaikh, A. (2024). The ımpact of online consumer review confusion on online shopping cart abandonment: a mediating role of perceived risk and moderating role of mindfulness. Journal of Retailing and Consumer Services, 81, 103941. https://doi.org/10.1016/j.jretconser.2024.103941
22. Sariakçali, N., & Kirpik, G. (2022). Hickman’ın karar yorgunluğu ölçeği’nin Türkçe’ye uyarlanması ve Covid-19 sürecinde bir araştırma: Türkiye Örneği. Abant Sosyal Bilimler Dergisi, 22(3), 1171-1185. https://doi.org/10.11616/asbi.1146908
23. Sundjaja, A. M., Tatuil, A. V., Scholus, D. V., & Restiani, Y. D. (2024). The determinant factors of shopping cart abandonment among e-commerce customers in Indonesia. CommIT (Communication and Information Technology) Journal, 18(1), 29-38. https://doi.org/10.21512/commit.v18i1.9308
24. Sweller, J., Van Merrienboer, J. J. G., & Paas, F. G. W. C. (1998). Cognitive architecture and ınstructional design. Educational Psychology Review, 10(3), 251-296. https://doi.org/10.1023/A:1022193728205
25. Tran, V. D. (2020). The relationship among product risk, perceived satisfaction and purchase ıntentions for online shopping. The Journal of Asian Finance, Economics and Business, 7(6), 221-231. https://doi.org/10.13106/JAFEB.2020.VOL7.NO6.221
26. Upadhyay, R. (2025). From Browsing to Buying: How AI-Powered Personalization is Reshaping Retail and e-Commerce. https://doi.org/10.5281/ZENODO.16452611
27. Vohs, K. D., Baumeister, R. F., Schmeichel, B. J., Twenge, J. M., Nelson, N. M., & Tice, D. M. (2008). Making choices ımpairs subsequent self-control: A limited-resource account of decision making, self-regulation, and active ınitiative. Journal of Personality and Social Psychology, 94(5), 883-898. https://doi.org/10.1037/0022-3514.94.5.883
28. Wang, M. (2024). Consumer anxiety in the digital age: Analyzing the ımpact of ınformation overload on decision-making. Advances in Economics, Management and Political Sciences, 110(1), 154-160. https://doi.org/10.54254/2754-1169/110/2024ED0123
29. Xu, Y., & Huang, J.-S. (2015). Factors ınfluencing cart abandonment in the online shopping process. Social Behavior and Personality: An International Journal, 43(10), 1617-1627. https://doi.org/10.2224/sbp.2015.43.10.1617
30. Yazıcıoğlu, Y., & Erdoğan, S. (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Detay yayıncılık.
31. Yusuf, L. L., Tamara, D., & Setiadi, N. J. (2021). The determinants for shopping cart abandonment. Emerging Markets : Business and Management Studies Journal, 8(2), 89-107. https://doi.org/10.33555/embm.v8i2.178
32. Zhang, Y., & Chai, Y. (2025). How Pinduoduo's e-commerce experience shapes customer satisfaction and loyalty: Leveraging social networks. Journal of Electronic Commerce in Organizations (JECO), 23(1), 1-17. DOI: 10.4018/JECO.381236
33. Zhang, Y., Fu, S., & Yan, X. (2026). From rational depletion to impulsive decision: A multi-information source perspective in social livestreaming e-commerce. Journal of Retailing and Consumer Services, 88, 104518. DOI:10.1016/j.jretconser.2025.104518