| dc.description.abstract | People are increasingly turning to online shopping as a precaution against
the Covid-19 outbreak. In the context of online shopping platforms in Ho Chi Minh
City, Vietnam, the primary purpose of this paper is to investigate the factors that cause
customers to abandon their shopping carts. In particular, the study concentrated on
seven primary aspects, which were as follows: perceived cost, perceived risk, perceived
transaction inconvenience, entertainment motivation, emotional ambivalence, choice
overload, and research purpose. In order to obtain data from 325 respondents in HCMC,
the questionnaire for the survey was distributed by using the convenience and snowball
sampling techniques. In this study, the data were analyzed using "Partial Least Squares
Structural Equation Modeling" (PLS-SEM) technique. The empirical findings reveal
that the behavior of customers abandoning their online shopping carts is directly
influenced by four out of the seven characteristics that were described earlier (Perceived
Cost, Entertainment Motivation, Choice Overload, and Research Purpose). The
contribution of this research is to offer fresh insights in the context of Vietnamese
customers and to recommend numerous practical approaches to assist e-retailers in
lowering this behavior. | en_US |
