Factors Influencing Online Shopping Cart Abandonment Behavior of Vietnamese Consumers: The Push-Pull-Mooring Perspective

This study investigates the determinants of online shopping cart abandonment (OSCA) through the lens of the Push–Pull–Mooring (PPM) framework. Building on qualitative in-depth interviews, the study identifies and contextualizes key push, pull, and mooring factors influencing consumers’ cart abandonment behavior. A conceptual model linking push effects (perceived privacy, financial, performance, after-sales service, and delivery risks, along with perceived transaction inconvenience), pull effects (benefits related to purchasing at lower prices, product performance, and personal finance), and mooring factors (perceived financial well-being, regret, multitasking, and advice from others) was tested using survey data from 630 Vietnamese online shoppers. The estimation results reveal that perceived privacy and performance risks, benefits related to lower prices, product performance, and personal finance, perceived financial well-being, multitasking, regret, and advice from others showed significant effects on OSCA. The findings provide actionable insights for e-commerce platforms to reduce cart abandonment rates by integrating relevant push, pull, and mooring strategies. Overall, the study extends the PPM framework to OSCA and offers an integrative account of how push, pull, and mooring forces jointly shape cart abandonment.