Evidence of Effect of Perceived Risk on Online Shopping Cart Abandonment

The purpose of this study is to examine the moderation effect of perceived risk in online shopping cart
abandonment. Data were collected through online. The respondents of this study were chosen on the basis of
their online shopping cart abandonment experience. The sample consists of customers who had experience
on online shopping and abandon their cart.
The results show that hedonic motivation is the major predictor for online shopping cart abandonment.
Utilitarian motive seems to be lack of significant towards online shopping cart abandonment. It was also found
that Perceived risk had a complete moderating effect on cart abandonment. This study constitutes a preliminary effort to examine the moderating effect of perceived risk on online shopping cart abandonment and provides significant contributions for online retailers, Scholars and practitioners. Theoretically, this study proceeds with the fact by recognizing the crucial consumer motivations of online cart abandonment. The paper investigates the uncharted area of consumer behavior; hence it is the preliminary step to fill the gap.