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"Penelitian kuantitatif ini menganalisis hubungan antara Attribute Conflicts, Self-Efficacy, Emotional Ambivalence, Hesitation at Checkout, Subjective Norms, Attitude, Perceived Behavioral Control, Choice-Process Satisfaction, dan Shopping Cart Abandonment pada konsumen Generasi Z (Gen Z) di Jabodetabek. Dikarenakan kemajuan teknologi, perilaku belanja konsumen berubah dengan cepat, terutama bagi Gen Z yang fasih teknologi. Namun, proses belanja melalui ponsel seringkali terhambat dikarenakan Shopping Cart Abandonment. Penelitian ini akan menganalisis fenomena tersebut dengan menggunakan cognition-affectbehavior paradigm dan theory of planned behavior sebagai dasarnya. Data yang digunakan dikumpulkan dari kuesioner online yang diisi oleh konsumen Gen Z, lahir antara tahun 1997- 2007 di wilayah Jabodetabek Indonesia, yang telah memanfaatkan mobile shopping dalam tiga bulan sebelumnya. Data yang terkumpul dari 271 responden dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Shopping Cart Abandonment dipengaruhi secara signifikan oleh Hesitation at Checkout, Choice-Process Satisfaction, dan Subjective Norms dalam urutan signifikansi. Ditemukan juga bahwa Hesitation at Checkout dipengaruhi secara signifikan oleh Emotional Ambivalence. Emotional Ambivalence juga ditemukan dipengaruhi secara signifikan oleh Subjective Norms, Attitude, dan Perceived Behavioral Control. Temuan ini memberikan wawasan berharga mengenai faktor-faktor yang mempengaruhi Shopping Cart Abandonment pada perangkat ponsel Gen Z di Jabodetabek. Hasil penelitian ini akan membantu bisnis dan platform yang menyasar pelanggan Gen Z.

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This quantitative research analyzes the relationship between Attribute Conflicts, Self-Efficacy, Emotional Ambivalence, Hesitation at Checkout, Subjective Norms, Attitude, Perceived Behavioral Control, Choice-Process Satisfaction, and Shopping Cart Abandonment among Generation Z (Gen Z) consumers in Jabodetabek. Due to the advancement of technology, the shopping behavior of consumers has changed rapidly, especially for Gen Z who are technology-savvy. Unfortunately, the process of mobile shopping is often hindered by shopping cart abandonment. This research will analyze this phenomenon while incorporating the cognition-affect-behavior paradigm and theory of planned behavior as a basis. The data utilized was collected from an online questionnaire filled by Gen Z consumers, born between 1997-2007 in the area of Jabodetabek Indonesia, who have utilized mobile shopping within the previous three months. The data collected from 271 respondents were analyzed using Structural Equation Modeling (SEM) method utilizing PLS-SEM software. The results revealed that Shopping Cart Abandonment was significantly affected by Hesitation at Checkout, Choice-Process Satisfaction, and Subjective Norms in order of significance. It was also found that Hesitation at Checkout was significantly affected by Emotional Ambivalence. Emotional Ambivalence was also found to be significantly affected by Subjective Norms, Attitude, and Perceived Behavioral Control. These findings provide valuable insights to the factors influencing Shopping Cart Abandonment on mobile devices of Gen Z in Jabodetabek. The results of this research will help businesses and platforms targeting Gen Z customers."

"Studi ini mengeksplorasi peran hedonic browsing dalam konteks tingkat penelantaran keranjang belanja online. Melalui survei yang luas, kami menemukan bahwa hedonic browsing, tindakan menjelajah untuk kesenangan, secara signifikan berkontribusi pada tingkat penelantaran keranjang belanja yang tinggi yang diamati dalam e-commerce. Bertentangan dengan beberapa literatur yang ada, hasil kami menunjukkan bahwa penelantaran keranjang belanja tidak mengurangi kepuasan keseluruhan dengan belanja online dan sebenarnya, mungkin dianggap sebagai bagian integral dari pengalaman belanja online. Studi ini juga menyoroti dampak faktor harga dan ketersediaan penawaran yang lebih baik di tempat lain sebagai pendorong utama untuk penelantaran keranjang. Menariknya, kompleksitas proses checkout ditemukan kurang berdampak pada tingkat penelantaran keranjang belanja, mungkin karena kemajuan terbaru dalam antarmuka checkout e-retailer. Temuan kami menawarkan wawasan penting untuk bisnis e-commerce, menekankan kebutuhan untuk fokus pada peningkatan pengalaman browsing, strategi penetapan harga yang kompetitif, dan proses checkout yang efisien.

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This study explores the role of hedonic browsing in the context of online shopping cart abandonment rates. Through an extensive survey, we found that hedonic browsing, the act of browsing for pleasure, significantly contributes to the high rates of shopping cart abandonment observed in e-commerce. Contrary to some existing literature, our results suggest that shopping cart abandonment does not detract from overall satisfaction with online shopping and may, in fact, be viewed as an integral part of the online shopping experience. The study also highlighted the impact of price factors and the availability of better deals elsewhere as prominent drivers for cart abandonment. Interestingly, the complexity of the checkout process was found to be less impactful on shopping cart abandonment rates, possibly due to recent advancements in e-retailer checkout interfaces. Our findings offer critical insights for e-commerce businesses, emphasising the need for a focus on enhancing the browsing experience, competitive pricing strategies, and efficient checkout processes."