CLICK, LEAVE, COME BACK: THE IMPACT OF PSYCHOLOGICAL TRIGGERS ON ONLINE CART ABANDONMENT AND RETURN BEHAVIOR

Authors : Mehmet Etlioğlu

Pages : 1100-1126

Doi:10.17130/ijmeb.1700226

View : 24 | Download : 35

Publication Date : 2025-09-30

Article Type : Research Paper

Abstract :This study examined the effects of psychological triggers such as perceived value, risk, price unfairness, transaction inconvenience, emotional ambivalence and hesitation at check-out on online shopping cart abandonment behavior and the Zeigarnik effect on the online purchasing behavior. The Zeigarnik effect is a phenomenon that strengthens purchasing motivation by increasing the retention of incomplete tasks in mind. The model developed on the basis of S-O-R theory has revealed the complexity of psychological factors in consumer decision-making process. The findings show that psychological triggers have significant effects on online shopping cart abandonment behavior. The findings indicate that the Zeigarnik effect enhances purchasing motivation by maintaining the salience of incomplete purchases in the consumer\\\'s memory, thereby exerting a regulatory influence on both shopping cart abandonment and subsequent online purchasing behavior. These results provide important theoretical and practical contributions in understanding consumer behavior in online shopping and developing effective marketing strategies.
Keywords : Psikolojik Tetikleyiciler, Çevrimiçi Alışveriş Sepeti Terketme, Zeigarnik, Çevrimiçi Satınalma Davranışı

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