Influence of online shopping cart abandonment: The moderating effect of perceived waiting time

Abstract

Purpose –This research explores the moderating impact of perceived waiting time with regard to the hedonic motivation and utilitarian motivation of the discarding online shopping cart without making any purchase. Research design, data, and methodology – The data was collected from the study respondents through online structured questionnaire. The study used the Hayes process to analyse the influence of perceived waiting time concerning online shopping cart abandonment. Results – This study demonstrates the most important association between hedonic motivation, utilitarian motivation and the rate of online shopping cart dropout. Conclusions-Results from this study reveals that the perceived waiting time between hedonic motivation, utilitarian motivation and frequency of cart abandonment has a moderating impact. The hedonic shoppers will not wait for registration and page uploads, even if they search online portals for entertainment purposes.