ANTECEDENTS TOWARDS ONLINE SHOPPING CART ABANDONMENT OF FASHION CLOTHING INDUSTRY: REFERENCE TO GEN Z IN WESTERN PROVINCE, SRI LANKA

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