Perceived inconvenience, cost, and product risk drive online shopping cart abandonment in food delivery apps.
Authors
Pooja Goel, Department of Commerce, Delhi School of Economics, University of Delhi, New Delhi, India
Suchi Patti, Ramanujan College, University of Delhi, New Delhi, India
Aashish Garg, Department of Commerce and Management, Sri Aurobindo College of Commerce and Management, Ludhiana, India
Anuj Sharma, Professor, Jindal Global Business School, O. P. Jindal Global University, Sonipat, India
Summary
Online shopping cart abandonment (OSCA) occurs when customers add items to an online shopping cart but do not complete the purchase. This study identifies factors influencing OSCA in food delivery apps, a growing e-commerce challenge. Data from 437 respondents revealed that perceived inconvenience, cost, and product risk increase checkout hesitation, leading to cart abandonment and offline purchasing. Structural equation modeling (SEM) and mediation analysis showed these factors indirectly affect abandonment through hesitation. Addressing perceived risks and inconvenience can reduce OSCA. The findings offer insights for marketers to improve user satisfaction and boost conversion rates in online food delivery services.
Published in: Journal of Foodservice Business Research
To read the full article, please click here.
