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All Journal Sains: Jurnal Manajemen dan Bisnis Journal of Consumer Science EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Juripol (Jurnal Institusi Politeknik Ganesha Medan) Martabe : Jurnal Pengabdian Kepada Masyarakat Journal Of Management Science (JMAS) Journal of Management and Business Innovations International Journal Of Science, Technology & Management (IJSTM) Economics, Business and Management Science Journal Jurnal Pengabdian Masyarakat (ABDIRA) Jurnal Ekonomi Jurnal Bisnis Mahasiswa International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) ProBisnis : Jurnal Manajemen Jurnal Minfo Polgan (JMP) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Jurnal Pengabdian Masyarakat Mandira Cendikia (JPKM-MC) Jurnal Ekonomi, Manajemen, Akuntansi
Eka Dewi Setia Tarigan
Universitas Medan Area
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Journal : journal of consumer science

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Gender Differences in Shopping Cart Abandonment: Evidence from Indonesia Eka Dewi Setia Tarigan; Alfifto Alfifto; Khairunnisak Khairunnisak; Yulianita Yulianita
Journal of Consumer Sciences Vol. 11 No. 1 (2026): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.11.1.125-152

Abstract

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.
Co-Authors Adelina Lubis Ahmad Rafiki Akman Daulay Alfifto Amrin Mulia Utama Nasution Amrin Nasution Anas Tesya Br Sitepu Anggeun Famelia Atika Ramadhani Azzura, Dinda Baginda Harahap Bobby Umroh Bobby Umroh Br Tarigan, Ester Zaneta Aurina Budiman, Gracesilia Anastasya Cynthia Ayu Lestari Dahrul Siregar Datubara, Maryono Efrianty Hasibuan Eka Putra Fatona, Apreliani Rahma Febriani, Amelia Finta Aramita Fitriani Tobing Ginting, Jelita Br Hasibuan, Laila Handayani Hery Syahrial Hesti Sabrina Hotbin Hasugian Humaira, Sahla Hutagalung, Mhd Rezi Ramadhan Hutagaol, Reski Br Ida Royani Ihsan Effendi Khairunnisak Khairunnisak Khairunnisak Khairunnisak Khairunnisak Khairunnisak, Khairunnisak Linda Lores M. Yamin Siregar Masut, Masut Mas’ut, Mas’ut Miduk Arta Muhammad Yamin Siregar Mustakim , Istiqfar Nababan, Octavia Mia Nainggolan, Gloria Angelina Vanessa Nasution, Amrin mulia Nindya Yunita Nur Abwaini Nasution Panjaitan, Tabita Pasaribu, Grace Helena Patar Marbun Pribadi , Teddy Pristina Nur Andayani Putra, Irwansyah Putri Yuri Astika Putri, Aprilla Dwiana Ramadhani, Atika Safrida Hafni Sahir Sahir, Syafrida Hafni Sambas, Rizky Aulia Sarah Nabilah Sembiring , Lidya Br Sianturi, Sarifah Sinulingga, Denio Armanda Sirait, Yosi Irma Liza Siregar, M Yamin Sitepu, Karda Sitepu Siti Alhamra Salqaura Sri Sarah br G.Manik Syafrida Hafni Sahir Teddi Pribadi Tita Kiftiah Tohap Parulian Wan Rizca Amelia Wan Rizka Amelia Wan Suryani Weddy Nur Adam Weny Cintia Dewi Wijaya, Hafiz Hadi Yamin Siregar Yulianita Yulianita Yuni Syah Putri Yuni Syahputri