Ong Ardvin Kester S, Dejucos Marjorie Joy R, Rivera Mary Anne F, Muñoz John Vincent D J, Obed Miguel S, Robas Kirstien Paola E
School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines.
Department of Industrial Engineering, Faculty of Engineering, University of Santo Tomas, España Blvd, Manila 1015, Philippines.
Heliyon. 2022 Oct 28;8(11):e11293. doi: 10.1016/j.heliyon.2022.e11293. eCollection 2022 Nov.
Online shopping has accelerated during to the pandemic and an increase in online shopping cart abandonment (SCA) was also evident. The growth of online shopping is contributed by the rising middle class, high consumer spending, millennials, and a tech-savvy population which is valuable to the growth of e-commerce. This study aimed to predict the factors that affect SCA during the COVID-19 Pandemic utilizing the SEM-RFC hybrid. Several factors such as self-efficacy, attribute conflicts, hesitation at checkout, emotional ambivalence, choice process satisfaction, attitude, subjective norms, and perceived behavioral control were analyzed simultaneously. This study integrated the cognition-affect-behavior paradigm with the Theory of Planned Behavior to provide a conceptual framework measured through an online survey questionnaire answered by 1015 valid responses collected by convenience sampling. Results showed that Attitude, Attribute Conflict, Self-Efficacy, and Emotional Ambivalence are the primary significant factors affecting SCA. Amidst the pandemic, consumers still value the ease of use, convenience and safety of the mobile online shopping applications that they have, which they do not positively experience at this time. The findings of this study may be applied and extended by researchers, online retailers, and businesses to understand consumer's abandonment intentions. Moreover, the results and framework of this study may be capitalized on by the business sector to create marketing strategies and develop business models for a sustainable online shopping business worldwide.
由于疫情，网上购物加速发展，网上购物车放弃率（SCA）的增加也很明显。网上购物的增长得益于中产阶级的崛起、高消费支出、千禧一代以及对电子商务增长有价值的精通技术的人群。本研究旨在利用SEM-RFC混合模型预测新冠疫情期间影响SCA的因素。同时分析了自我效能感、属性冲突、结账时的犹豫、情感矛盾、选择过程满意度、态度、主观规范和感知行为控制等几个因素。本研究将认知-情感-行为范式与计划行为理论相结合，提供了一个通过在线调查问卷测量的概念框架，该问卷由通过便利抽样收集的1015份有效回复作答。结果表明，态度、属性冲突、自我效能感和情感矛盾是影响SCA的主要显著因素。在疫情期间，消费者仍然重视他们所拥有的移动在线购物应用程序的易用性、便利性和安全性，而他们目前并未正面体验到这些。本研究的结果可供研究人员、在线零售商和企业应用和扩展，以了解消费者的放弃意图。此外，本研究的结果和框架可供商业部门利用，以制定营销策略并为全球可持续在线购物业务开发商业模式。
