Gender Differences in Shopping Cart Abandonment: Evidence from Indonesia
DOI:
https://doi.org/10.29244/jcs.11.1.125-152Keywords:
consumer behavior, e-commerce, gender differences, shopping cart abandonment, theory of planned behaviorAbstract
Background: Shopping cart abandonment (SCA) remains a persistent challenge in e-commerce. Consumers frequently leave purchases incomplete due to psychological, technical, economic, and contextual factors. However, limited research has examined how demographic characteristics, particularly gender, shape abandonment behavior.
Purpose: This research investigates the antecedents of SCA in Indonesia’s e-commerce context and examines differences in these factors between male and female consumers within the Theory of Planned Behavior (TPB) framework.
Method: A quantitative research design was employed, using survey data from 300 Indonesian e-commerce users (147 males and 153 females). Data were collected via an online questionnaire and analyzed using multiple regression. Separate regression models were estimated to compare the influence of psychological, technical, economic, and contextual factors across gender groups.
Findings: The results reveal distinct gender-based patterns. For women, psychological and economic factors exert stronger effects on SCA, with emotional ambivalence and price sensitivity emerging as dominant predictors. For men, technical factors, particularly checkout friction and website performance, play a more prominent role. These findings indicate differences in emotional, cognitive, and control-related evaluations in online shopping.
Conclusions: Gender-specific factors shape SCA behavior in Indonesia, with women more influenced by psychological and economic considerations, while men respond more strongly to technical barriers.
Research implication: This research provides practical guidance for e-commerce platforms to implement gender-responsive strategies, such as emotional reassurance and pricing transparency for women and streamlined checkout processes for men, to reduce abandonment and improve conversions. Academically, the findings highlight the importance of incorporating gender differences when applying the Theory of Planned Behavior to online consumer behavior.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Rashid, F., & Al-Harthi, N. (2022). Perceived security, privacy, and trust in e-commerce: evidence from emerging markets. Journal of Internet Commerce, 21(3), 201–223. https://doi.org/10.1080/15332861.2022.2031578
Alshare, K. A., Moqbel, M., & Al-Garni, M. A. (2019). The impact of trust, security, and privacy on individual’s use of the internet for online shopping and social media: a multi-cultural study. International Journal of Mobile Communications, 17, 513–536. https://doi.org/10.1504/IJMC.2019.102082
Babbie, E. R. (2020). The practice of social research. Cengage Au.
Baymard Institute. (2023). 41 cart abandonment rate statistics. Retrieved from https://baymard.com/lists/cart-abandonment-rate
Butnampetch, P., Sasithonwan, P., Teeranan, B., & Chintakovid, T. (2020). Usability studies of e-commerce checkout process: A perspective from Thailand. In F. Fui-Hoon Nah & K. Siau (Eds.), HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science (Vol. 12204, pp. 307–321). Springer, Cham. https://doi.org/10.1007/978-3-030-50341-3_24
Chatterjee, D., & Bolar, K. (2018). Determinants of mobile wallet intentions to use: The mental cost perspective. International Journal of Human–Computer Interaction, 35(10), 859–869. https://doi.org/10.1080/10447318.2018.1505697
Chen, T., & Shiau, W. L. (2021). A cross-national comparison of factors influencing online purchase completion. Information & Management, 58(6), 103456. https://doi.org/10.1016/j.im.2021.103456
Chetioui, Y., Lebdaoui, H., & Chetioui, H. (2020). Factors influencing consumer attitudes toward online shopping: The mediating effect of trust. EuroMed Journal of Business, 16(4), 544–563. https://doi.org/10.1108/emjb-05-2020-0046
Chopra, I. P., Jebarajakirthy, C., Jain, T., & Maseeh, H. I. (2024). Electronic shopping cart abandonment: What do we know and where should we be heading? Electronic Markets, 34(1), 25. https://doi.org/10.1007/s12525-024-00697-0
Close, A. G., Kukar-Kinney, M., & Benusa, T. K. (2012). Toward a theory of consumer electronic shopping cart behavior: Motivations of e-cart use and abandonment. In Online consumer behaviour (pp. 357–378). Taylor & Francis Group. https://doi.org/10.4324/9780203123911-24
Dharmesti, M., Dharmesti, T. R. S., Kuhne, S., & Thaichon, P. (2021). Understanding online shopping behaviours and purchase intentions amongst millennials. Young Consumers, 22(1), 152–167. https://doi.org/10.1108/yc-12-2018-0922
ECDB. (2025, May 20). E-commerce in Indonesia: Revenues & market development. Retrieved November 11, 2025, from https://ecdb.com/blog/ecommerce-in-indonesia-consumer-trends-revenue-penetration-rate-livestream-shopping/4573
González, E. M., Meyer, J.-H., & Paz Toldos, M. (2021). What do women want? How contextual product displays influence women’s online shopping behavior. Journal of Business Research, 123, 625–641. https://doi.org/10.1016/j.jbusres.2020.10.002
Gupta, S., Raj, S., Garg, A., & Gupta, S. (2024). Analyzing shopping cart abandonment enablers: An ISM and MICMAC approach. International Journal of Quality and Reliability Management, 42, 1–22. https://doi.org/10.1108/ijqrm-09-2021-0313
Gupta, R., & Singh, R. (2024). Understanding online cart abandonment behaviour among Gen Z consumers in Asia. Asia-Pacific Journal of Marketing and Logistics, 36(5), 921–944. https://doi.org/10.1108/APJML-05-2023-0376
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Huang, G.-H., Korfiatis, N., & Chang, C.-T. (2018). Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation. Journal of Business Research, 85, 165–174. https://doi.org/10.1016/j.jbusres.2017.12.008
Irawan, T. T., Hariani, S., Hwee, T. S., Samee, A., Ab, N., & Fakhrorazi, A. (2025). Why do consumers abandon e-carts? Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 57–57. https://doi.org/10.3390/jtaer20020057
Jiang, D., Zhang, G., & Wang, L. (2021). Empty the shopping cart? The effect of shopping cart item sorting on online shopping cart abandonment behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16, 1973–1996. https://doi.org/10.3390/jtaer16060111
Kanwal, M., Burki, U., Ali, R., & Dahlstrom, R. (2022). Systematic review of gender differences and similarities in online consumers’ shopping behavior. Journal of Consumer Marketing, 39, 29–43. https://doi.org/10.1108/JCM-01-2021-4356
Kapoor, A. P., & Vij, M. (2021). Following you wherever you go: Mobile shopping “cart-checkout” abandonment. Journal of Retailing and Consumer Services, 61, 102553. https://doi.org/10.1016/j.jretconser.2021.102553
Khaira, P. (2024). Data e-commerce Indonesia: Panduan lengkap. Retrieved November 11, 2025, from https://id.techinasia.com/data-ecommerce-indonesia-panduan-lengkap
Kukar-Kinney, M., & Close, A. G. (2010). The determinants of consumers’ online shopping cart abandonment. Journal of the Academy of Marketing Science, 38, 240–250. https://doi.org/10.1007/s11747-009-0141-5
Kumari, P., & Tiwari, S. (2024). A study on abandonment of shopping cart by online shoppers. EPRA International Journal of Multidisciplinary Research, 10(4), 38–44. https://eprajournals.com/IJMR/article/10833
Kuruvilla, S. J., Joshi, N., & Shah, N. (2009). Do men and women really shop differently? An exploration of gender differences in mall shopping in India. International Journal of Consumer Studies, 33, 715–723. https://doi.org/10.1111/j.1470-6431.2009.00794.x
Kuska, R., Heri Wijayanto, & Santoso, A. (2024). Improving the e-satisfaction and e-loyalty based on e-trust and e-service quality on shopee customers. Journal of Consumer Sciences, 9(1), 22–39. https://doi.org/10.29244/jcs.9.1.22-39
Li, Z., Ren, L., Li, Z., Chen, J., Tian, X., & Zhang, Y. (2023). Price dispersion, bargaining power, and consumers’ online shopping experience in e-Commerce: Evidence from online transactions. Mathematical Problems in Engineering, 2023(1), e6638665. https://doi.org/10.1155/2023/6638665
Makhitha, K. M., & Ngobeni, K. (2021). The influence of demographic factors on perceived risks affecting attitude towards online shopping. SA Journal of Information Management, 23(1), 9. https://doi.org/10.4102/sajim.v23i1.1283
Mazhar, R., Qayyum, A., & Raja Ahmed Jamil. (2023). The dimensional impact of escapism on users’ e-cart abandonment: Mediating role of attitude towards online shopping. Management Research Review, 47, 374–389. https://doi.org/10.1108/mrr-02-2022-0099
Mendini, M., & Furchheim, P. (2025). Escaping loneliness through shopping: The role of materialism, impulse buying and escapism. Journal of Consumer Marketing, 42(3), 257–271. https://doi.org/10.1108/jcm-12-2023-6481
Mir, I. A. (2021). Self-escapism motivated online shopping engagement: A determinant of users’ online shopping cart use and buying behavior. Journal of Internet Commerce, 22, 1–34. https://doi.org/10.1080/15332861.2021.2021582
Miranda, S., Borges‐Tiago, M. T., Tiago, F., & Tu, X. (2024). To buy or not to buy? The impulse buying dilemma in livestream shopping. Psychology & Marketing, 41(5). https://doi.org/10.1002/mar.21967
Mittal, B. (2023). The psychology of online shopping cart abandonment: A scrutiny of the current research framework and building an improved model of the online shopper journey. Electronic Commerce Research, 25, 777–803. https://doi.org/10.1007/s10660-022-09667-0
Moutinho, L. (2008). Quantitative methods in marketing. In The marketing book (pp. 208-259). Routledge.
Mulisa, F. (2022). When does a researcher choose a quantitative, qualitative, or mixed research approach?. Interchange, 53(1), 113-131. https://doi.org/10.1007/s10780-021-09447-z
Nigam, A., Dewani, P. P., & Behl, A. (2020). Exploring deal of the day: An e-commerce strategy. Benchmarking: An International Journal, ahead-of-print. https://doi.org/10.1108/bij-03-2020-0129
Palos-Sanchez, P. R., Martinez, R. R., García-Ordaz, M., & López García, J. J. (2022). The use of the shopping cart: The problem of abandonment in e-commerce. In Advances in digital marketing and e-commerce (pp. 93–103). Springer.https://doi.org/10.1007/978-3-031-05728-1_12
Patharia, I., & Jain, T. (2023). Antecedents of electronic shopping cart abandonment during online purchase process. Business Perspectives and Research, 12(3), 227853372211488. https://doi.org/10.1177/22785337221148810
Rehman, Z. U., Noor, A. A. S., & Harun, A. (2024). Exploring intention to purchase green products using the theory of reasoned action: Testing the moderating effect of price sensitivity. Process Integration and Optimization for Sustainability, 8, 1649–1662. https://doi.org/10.1007/s41660-024-00451-1s
Ridhayani, F., & Johan, I. R. (2020). The influence of financial literacy and reference group toward consumptive behavior across senior high school students. Journal of Consumer Sciences, 5(1), 29–45. https://doi.org/10.29244/jcs.5.1.29-45
Rochanapon, P., Stankovic, M., Barber, M., Sung, B., & Lee, S. (2021). Abandonment issues: Why consumers abandon online shopping carts. In Developing digital marketing (pp. 19–39). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-348-220211002
Rosário, A., & Raimundo, R. (2021). Consumer marketing strategy and e-commerce in the last decade: A literature review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003–3024. https://doi.org/10.3390/jtaer16070164
Rubin, D., Martins, C., Ilyuk, V., & Hildebrand, D. (2020). Online shopping cart abandonment: A consumer mindset perspective. Journal of Consumer Marketing, ahead-of-print. https://doi.org/10.1108/jcm-01-2018-2510
Sharma, K., & Srivastava, S. (2025). Shopping cart abandonment among young consumers: a moderated mediation study. Young Consumers Insight and Ideas for Responsible Marketers, 26(2), 247–269. https://doi.org/10.1108/yc-09-2024-2240
Siraj, A., Zhu, Y., Taneja, S., Ali, E., Guo, J., & Chen, X. (2024). Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy. Arab Gulf Journal of Scientific Research, 42(4), 1982–2000. https://doi.org/10.1108/agjsr-02-2023-0064
Simamora, T. P., & Djamaludin, M. D. (2020). Analysis of intention to buy cinema e-tickets among IPB students with theory of planned behavior (TPB) approach. Journal of Consumer Sciences, 5(1), 58–72. https://doi.org/10.29244/jcs.5.1.58-72
Song, J.-D. (2019). A study on online shopping cart abandonment: A product category perspective. Journal of Internet Commerce, 18, 337–368. https://doi.org/10.1080/15332861.2019.1641782
Statista. (2025). Global digital shopping cart abandonment rate. Retrieved November 11, 2025, from https://www.statista.com/statistics/477804/online-shopping-cart-abandonment-rate-worldwide/
Sundjaja, A. M., Tatuil, A. V., Scholus, D. V., & Restiani, Y. D. (2024). The determinant factors of shopping cart abandonment among e-commerce customers in Indonesia. CommIT (Communication and Information Technology) Journal, 18, 29–38. https://doi.org/10.21512/commit.v18i1.9308
Tewary, T., Gupta, A., Mishra, V., & Kumar, J. (2021). Young working women’s purchase intention towards organic cosmetic products. International Journal of Economics and Business Research, 22(2/3), 256. https://doi.org/10.1504/ijebr.2021.116351
Wahab, H. A., Diaa, N. M., & Nagaty, S. A. (2023). Demographic characteristics and consumer decision-making styles: Do they impact fashion product involvement? Cogent Business & Management, 10(2), 2208430. https://doi.org/10.1080/23311975.2023.2208430
Wang, S., Cheah, J., & Lim, X. (2022). Online shopping cart abandonment: A review and research agenda. International Journal of Consumer Studies, 47, 1–20. https://doi.org/10.1111/ijcs.12876
Wang, S.-M., & Han, C.-G. (2022). An analysis of gender differences in the innovative function design of supermarket self-service checkout kiosks. In International conference on human-computer interaction (pp. 337–349). Springer. https://doi.org/10.1007/978-3-031-05544-7_26
Yusuf, L. L., Tamara, D., & Setiadi, N. J. (2022). The determinants for shopping cart abandonment. Emerging Markets: Business and Management Studies Journal, 8, 89–107. https://doi.org/10.33555/embm.v8i2.178
Zeytoon-Nejad, A. (2025). Price risk aversion vs payoff risk aversion: a gender comparison through a laboratory experiment. Review of Behavioral Finance, 1–35. https://doi.org/10.1108/rbf-11-2024-0338
Zhao, Y., & Xie, J. (2023). Gender differences in trust formation for online shopping platforms. Journal of Retailing and Consumer Services, 74, 103530. https://doi.org/10.1016/j.jretconser.2023.103530
Zhang, D. J., Dai, H., Dong, L., Qi, F., Zhang, N., Liu, X., Liu, Z., & Yang, J. (2018). How Do Price Promotions Affect Customer Behavior on Retailing Platforms? Evidence from a Large Randomized Experiment on Alibaba. Production and Operations Management, 27(12), 2343–2345. https://doi.org/10.1111/poms.12964
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Journal of Consumer Sciences
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
