Why do Customers Browse Online Stores Without Making Purchases? What Could be the Underlying Cause of This Issue?

Anizah Zainuddin; Sarah Irdina Ridzwan

Anizah Zainuddin
Sarah Irdina Ridzwan

Abstract

One frequently asked question is why visitors to a website do not proceed to make a purchase. While numerous reasons for visitors leaving without making a purchase have been postulated, these factors have never been specifically identified or validated. The objective of this study is to identify the website issues that cause visitors to leave without making a purchase. Concurrently, a lucid and succinct definition of e-Commerce merchandising that can persuade visitors to visit and ultimately purchase online can be delineated. A purposive sample of 50 online visitors was selected from a purposive sample of young executives aged 25-35 who reside in the Klang Valley area. The data was then subjected to thematic analysis. The factors that contribute to an effective e-Commerce merchandising retail strategy are then discussed in order to provide an optimal e-Commerce merchandising strategy and product offerings that resonate with customers and create engaging shopping experiences. This paper presents some suggestions for e-Commerce merchandisers.

References

A Zainuddin, SI Ridzwan, SB Ridzwan (2020), The Role of Halalan-Toyyiban Supply Chain Practices as Significant Predictors towards Excellent Customer Service Management, Advances in Business Research International Journal 6 (1), 1-10.
A Zainuddin, SI Ridzwan, SB Ridzwan (2021), Retail Halal Control Points – Which Control Process Can Be Applied Digitally? Romanian Journal of Information Technology and Automatic Control, Vol. 31, No. 1, pp. 41-52.
A Zainuddin, SI Ridzwan, SB Ridzwan (2022), Will the Modest Fashion Industry Survive? Covid-19 Puts Fashion Modest Business to the Test, Asian Journal of Research in Business and Management, e-ISSN: 2682-8510, Vol. 4, No. 3, 345-356,2022.
A Zainuddin, SI Ridzwan, SB Ridzwan (2023), Role of Trust and Relationship Enhance Retail Halal Supply Chain Practices and Customers’ Perception of Halal Compliance, International Journal of Social Science Research, Vol 5 No 1 (2023): March 2023.
A Zainuddin, SM Shariff (2016), Preferences for Halalan Toyyiban Retail Supply Chain Certification: A Case of Hypermarket, Procedia Economics and Finance, 37, 405-411.
Braun and Clarke (2013), Successful Qualitative Research: A Practical Guide for Beginners, March 2013, Edition: FirstPublisher: SageISBN: 9781847875815.
Braun, Virginia and Clarke, Victoria (2006) Using thematic analy-sis in psychology. Qualitative Research in Psychology, 3 (2). pp.77-101. ISSN 1478-0887.
https://rubygarage.org/blog/common-website-problems
https://www.bigcommerce.com/articles/E-Commerce /merchandising/
https://www.getresponse.com/blog/E-Commerce -merchandising.
Kerfoot, S., Davies, B., & Ward, P. (2003). Visual merchandising and the creation of discernible retail brands. International Journal of Retail & Distribution Management, 31(3), 143–152. doi:10.1108/09590550310465521.
Khakimdjanova L., Park J. (2005). Online visual merchandising practice of apparel e-merchants. Journal of Retailing and Consumer Services, 12(5), 307–318.
Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology and Marketing, 25(2), 146–178. doi:10.1002/mar.20204.
Michelle Bonera & Elisabetta Corvi, (2014), The Relevance of Visual Merchandising for Online Retailers, International Journal of Applied Behavioral Economics 3(4):1-16, DOI:10.4018/ijabe.2014100101.
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic Analysis: Striving to Meet the Trustworthiness Criteria. International Journal of Qualitative Methods, 16(1). https://doi.org/10.1177/1609406917733847.
Pegler, M. (2001). Visual Merchandising and Display. New York: Fairchild Publications.