An Analysis of the Factors Affecting Online Shopping Cart Abandonment of Economics 11 Students in UPLB

Date

6-2024

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Niño Alejandro Q. Manalo

Committee Member

Jefferson A. Arapoc, Gideon P. Carnaje, Maria Angeles O. Catelo

Abstract

This study assessed the factors affecting online shopping cart abandonment of Econ 11 students in UPLB. It examined the relationship between cart abandonment as the dependent variable and several independent variables: age, sex, income, perceived cost, complicated checkout, entertainment motivation, emotional ambivalence, information overload over the product, and perceived risk. The study utilized primary data from online survey questionnaires distributed to target respondents' recitation classes and learning platforms. This study utilized two multiple linear regression models. The first model, utilizing non-normalized mean values for independent variables, revealed that entertainment motivation and emotional ambivalence significantly and positively affect cart abandonment. However, the first analysis showed a significant negative relationship between complicated checkout and online shopping cart abandonment, which is opposite to the conclusions of the primary reference of this study. The second model, with normalized mean values, identified perceived cost as a positive and significant factor, aligning with past research. Interestingly, the negative relationship with complicated checkout persisted. As Econ 11 students usually have lower disposable income and are tech-savvy, these have made other factors non-significant in this study. Nevertheless, the study recommends that further research be pursued as the literature regarding online shopping cart abandonment is still limited with the appearance of new online shopping platforms, such as TikTok Shop. The study also recommends future research about this behavior focusing on specific online shopping platforms. Future research can also explore the cart abandonment behavior in the days surrounding sales events, allowing for a more nuanced analysis of how individuals with sales incentives behave compared to those without.

Language

English

LC Subject

Teleshopping, Entertainment

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2024 E2 A44

Notes

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Document Type

Thesis

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