The Influence of Perceived Cost and Perceived Risk on Cart Abandonment Behavior Among Shopee Users: A Case Study of University Students in Jabodetabek
Keywords:
Perceived Cost, Perceived Risk, Cart Abandonment, E-commerce, Shopee, PLS-SEM.
Abstract
The rapid growth of e-commerce has increased the prevalence of shopping cart abandonment, making it an important issue in online consumer behavior research. This study aims to examine the effects of perceived cost and perceived risk on cart abandonment among Shopee users in the Greater Jakarta area. A quantitative approach was employed using a causal research design. Data were collected through an online questionnaire distributed to 100 university students selected using purposive sampling. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that perceived cost has a positive and significant effect on cart abandonment (t = 3.629; p < 0.001), suggesting that additional expenses such as shipping fees, service charges, and taxes increase consumers' tendency to abandon purchases. Perceived risk also has a positive and significant effect on cart abandonment (t = 2.488; p = 0.013), indicating that concerns regarding transaction security, product quality, and potential financial loss discourage consumers from completing purchases. Simultaneously, perceived cost and perceived risk explain 61.5% of the variance in cart abandonment behavior (R² = 0.615), demonstrating a moderate predictive capability of the proposed model. These findings confirm that both financial and risk-related considerations jointly influence consumers' purchase decisions and highlight the importance of improving pricing transparency, transaction security, and consumer trust to reduce shopping cart abandonment on e-commerce platforms.
References
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Septiani, Y., Arribe, E., & Diansyah, R. (2020). Analisis Kualitas Layanan Sistem Informasi Akademik Universitas Abdurrab Terhadap Kepuasan Pengguna Menggunakanmetode Sevqual (Studi Kasus: Mahasiswa Universitas Abdurrab Pekanbaru). Jurnal Teknologi Dan Open Source, 3(1), 131–143. https://doi.org/10.36378/jtos.v3i1.560
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Wang, S., Cheah, J. H., & Lim, Xi. J. (2022). Online Shopping Cart Abandonment: A Review and Research Agenda. International Journal of Consumer Studies, 47(2), 211–225.
Wang, S., Ye, Y., Ning, B., Cheah, J. H., & Lim, X. J. (2022). Why Do Some Consumers Still Prefer In-Store Shopping? An Exploration of Online Shopping Cart Abandonment Behavior. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.829696
Wati, V., & Rijali, N. F. (2024). Pengaruh Persepsi Risiko Terhadap Keputusan Pembelian Pada E-Commerce Shopee Oleh Mahasiswa Sekolah Tinggi Ilmu Administrasi Tabalong. JAPB (Jurnal Administrasi Publik Dan Bisnis), 7(2), 1969–1982. https://doi.org/10.35722/japb.v7i2.1132
Yogasuria, C. O., & Bus, O. U. M. (2021). Influence Of Advertising, Price, And Quality Of Service On Purchase Decisions On The Shopee Application (Studies At State University Of Jakarta Students). In Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) (Number 2). https://doi.org/10.2139/ssrn.3768330
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Bauer, R. A. (1960). Consumer Behavior as Risk Taking. American Marketing Association.
Bunga Pertiwi, A., Ali, H., & Sumantyo, F. D. S. (2022). Pengaruh Persepsi Harga dan Kualitas Pelayanan terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan pada E-Commerce Shopee. Jurnal Ilmu Multidisplin, 1(2), 537–553. https://doi.org/10.38035/jim.v1i2
Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling (pp. 295–336). Lawrence Erlbaum Associates. http://www.researchgate.net/publication/232569511
Cho, C. H., Kang, J., & Cheon, H. J. (2006). Online Shopping Hesitation. CyberPsychology & Behavior, 9(3), 261–274.
Close, A. G., & Kinney, M. K. (2009). Beyond Buying: Motivations Behind Consumers’ Online Shopping Cart Use. Journal of Business Research, 63(9–10), 986–992. https://doi.org/10.1016/j.jbusres.2009.01.022
Febiana Yunti, A., Mentayani, I., & Sarbini, G. N. (2025). Resort Pantai Rindu Alam Di Kabupaten Tanah Bumbu Dengan Pendekatan Arsitektur Hijau. Jurnal Tugas Akhir Mahasiswa Lanting, 14.
Ghozali, I., & Kusumadewi, K. A. (2023). Smasrt PLS Next Generation Statistic 4.0. Universitas Diponegoro : Yoga Pratama.
Gustaman, M. F. M., & Dewi, C. K. (2019). Analisis Faktor-Faktor Yang Mendorong Shopping Cart Abandonment. E-Proceeding of Management, 6(2), 3895–3905.
Hair, J. F.., Hult, G. T. M.., Ringle, C. M., & Sarstedt, Marko. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hendrawaty, M., Syamsuar, D., Amalia, V., Hidayat, D., Ramadhani, D. N., Andrew, F. W., & Ramadhanty, K. A. (2024). Analisa Faktor - Faktor Shopping Cart Abandonment pada Aplikasi E-Commerce. Jurnal Ilmiah Binary STMIK Bina Nusantara Jaya Lubuklinggau, 6(2), 63–76. https://doi.org/10.52303/jb.v6i2.142
Institute, B. (2025). 50 Cart Abandonment Rate Statistics 2026. Baymard Institute.
Jacoby, J., & Kaplan, L. B. (1972). The Components of Perceived Risk (pp. 382–393). Association for Consumer Research.
Juliana, J., Ondeng, S., & Rahman, U. (2026). Konsep Dasar Penelitian Kuantitatif. Jurnal Pendidikan Tambusai, 10(1), 140–146. https://doi.org/10.31004/jptam.v10i1.35817
Laudon, K. C., & Traver, C. G. (2023). E-Commerce 2023: Business, Technology, Society (17th ed.). Pearson.
Mehrabian, A., & Russel, J. A. (1974). An Approach to Environmental Psychology. The MIT Press.
Moro Sundjaja, A., Velasco Tatuil, A., Scholus, D. V., & Restiani, Y. D. (2024). The Determinant Factors of Shopping Cart Abandonment Among E-commerce Customers in Indonesia. CommIT Journal, 18(1), 29–38. https://doi.org/10.21512/commit.v18i1.9308
Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Phamthi, V. A., Nagy, Á., & Ngo, T. M. (2024). The Influence of Perceived Risk on Purchase Intention in E-commerce—Systematic Review and Research Agenda. International Journal of Consumer Studies, 48(4). https://doi.org/10.1111/ijcs.13067
Putri, S. A. Z., & Rusdianto, Y. (2024). Analysis of Factors that Influence Consumer Behavior towards Shopping Cart Abandonment in Online Shopping at Shopee. East Asian Journal of Multidisciplinary Research, 3(2), 629–644. https://doi.org/10.55927/eajmr.v3i2.8292
Ridha, N. (2017). Proses Penelitian, Masalah, Variabel Dan Paradigma Penelitian. Jurnal Hikmah, 14(1), 62–70.
Roy, R., & Shaikh, A. (2024). The Impact of Online Consumer Review Confusion on Online Shopping Cart Abandonment: A Mediating Role of Perceived Risk and Moderating Role of Mindfulness. Journal of Retailing and Consumer Services, 81, 103941.
Septiani, Y., Arribe, E., & Diansyah, R. (2020). Analisis Kualitas Layanan Sistem Informasi Akademik Universitas Abdurrab Terhadap Kepuasan Pengguna Menggunakanmetode Sevqual (Studi Kasus: Mahasiswa Universitas Abdurrab Pekanbaru). Jurnal Teknologi Dan Open Source, 3(1), 131–143. https://doi.org/10.36378/jtos.v3i1.560
Subhaktiyasa, P. G. (2024). Menentukan Populasi dan Sampel: Pendekatan Metodologi Penelitian Kuantitatif dan Kualitatif. Jurnal Ilmiah Profesi Pendidikan, 9(4), 2721–2731. https://doi.org/10.29303/jipp.v9i4.2657
Sugiyono, S. (2009). Metode Penelitian Kuantitatif Kualitatif dan R & D (8th ed.). Alfabeta.
Sugiyono, S. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sulung, U., & Muspawi, M. (2024). Memahami Sumber Data Penelitian: Primer, Sekunder, Dan Tersier. Jurnal Edu Research Indonesian Institute For Corporate Learning And Studies (IICLS), 5(3), 1387–1392. https://doi.org/10.33087/jiubj.v24i2.5266
Supriadi, I., & Artanti, Y. (2025). Konsep dan Aplikasi dengan SmartPLS 3.2.8 - Jejak Pustaka. Jejak Pustaka.
Wang, S., Cheah, J. H., Lim, X. J., Leong, Y. C., & Choo, W. C. (2022). Thanks COVID-19, I’ll Reconsider My Purchase: Can Fear Appeal Reduce Online Shopping Cart Abandonment? Journal of Retailing and Consumer Services, 64.
Wang, S., Cheah, J. H., & Lim, Xi. J. (2022). Online Shopping Cart Abandonment: A Review and Research Agenda. International Journal of Consumer Studies, 47(2), 211–225.
Wang, S., Ye, Y., Ning, B., Cheah, J. H., & Lim, X. J. (2022). Why Do Some Consumers Still Prefer In-Store Shopping? An Exploration of Online Shopping Cart Abandonment Behavior. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.829696
Wati, V., & Rijali, N. F. (2024). Pengaruh Persepsi Risiko Terhadap Keputusan Pembelian Pada E-Commerce Shopee Oleh Mahasiswa Sekolah Tinggi Ilmu Administrasi Tabalong. JAPB (Jurnal Administrasi Publik Dan Bisnis), 7(2), 1969–1982. https://doi.org/10.35722/japb.v7i2.1132
Yogasuria, C. O., & Bus, O. U. M. (2021). Influence Of Advertising, Price, And Quality Of Service On Purchase Decisions On The Shopee Application (Studies At State University Of Jakarta Students). In Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) (Number 2). https://doi.org/10.2139/ssrn.3768330
Zamfirache, A., Neacșu, N. A., Madar, A., Balasescu, S., Balasescu, M., & Purcaru, L. M. (2025). Behavioural Differences and Purchasing Experiences Through Online Commerce or Offline Within Mall-Based Retail Structures. Electronic Commerce Research, 25(5), 4159–4191. https://doi.org/10.1007/s10660-024-09879-6
How to Cite
Nabilla Shiva Sulaeman, & Efriyanto. (1). The Influence of Perceived Cost and Perceived Risk on Cart Abandonment Behavior Among Shopee Users: A Case Study of University Students in Jabodetabek. International Journal of Economics, Business and Innovation Research, 5(04), 4036-4055. https://doi.org/10.63922/ijebir.v5i04.5194
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