Online Shopping Cart Abandonment, A Worth Discussing Digitalization Phenomenon in Pakistani Cultural Context.
Keywords:Online Shopping Cart Abandonment, Emotional Ambivalence, Design, Perceived risk, Entertainment Shopping Value, Hesitation at Checkout
The purpose of this study is to find out such factors that influence shopping cart abandonment as it is comparatively new phenomena to search. Online shopping cart abandonment (OSCA) is basically regarding not implementation of consumer purchasing decision. Different variables from past researches are taken under consideration to check the relationship with OSCA. This review paper gives insights to authenticate the relationship by applying qualitative, quantitative or mix method research specifically in culture of Pakistan. According to the investigation of previous papers there are inconsistent results between perceived risk and OSCA sometimes positive and sometimes negative. Emotional ambivalence and hesitation at checkout have also positive relationship. Emotional ambivalence, entertainment shopping value, hesitation at checkout is positively corelated with OSCA. The mediation of hesitation at checkout between emotional ambivalence and OSCA reduces the impact. Design has negative relationship with OSCA. While examining the given framework results the managers of Pakistani Industry might be able to lessen the OSCA behaviour among customers. And take betterment in reducing OSCA to improve Pakistani economy by increasing sales and profits.