Abstract:
1. Introduction
The internet in Sri Lanka has expanded rapidly, leading to an increase in
online usage. Online shopping, particularly for fashion clothing, has grown
significantly, where Generation Z playing a key role in driving this trend.
However, a common issue faced by online retailers is an increase in online
shopping cart abandonment while increasing online shopping. This
phenomenon poses a significant challenge for online retailers in the fashion
clothing industry. Thus, this study aims to investigate the antecedents
towards online shopping cart abandonment in the fashion clothing
industry, with reference to Generation Z in the Western Province, Sri Lanka.
2. Research Methodology
The basis for this study was established by theories of buyer behavior and
this study validated by using uses & gratification theory. Following the
quantitative survey research design, 350 usable responses were collected
from Generation Z individuals in the Western Province of Sri Lanka who
have engaged in online clothing shopping within the past six months and
have chosen to abandon purchasing after selecting items and adding them
to their carts. Regression analysis was used to analyze data collected
through a self-administered structured questionnaire under purposive
sampling.
3. Findings and Discussion
The findings reveal that online shopping cart abandonment in the fashion
clothing sector is positively influenced by organizational tools,
entertainment value, perceived cost, perceived risk, and transactional
inconvenience, with transaction inconvenience identified as the most
significant factor.
4. Conclusion and Implications
The results of this study will provide valuable insights for marketers to
create promotional campaigns and advertisements that can help attract
customers to complete the purchase process without abandoning their
online shopping carts
