Consumers’ online clothing shopping practices, their use and abandonment of their online shopping carts, and factors influencing online shopping cart abandonment

The study explored South African female consumers’ online clothing shopping practices, their use and abandonment of their online shopping carts, and the influencing factors driving online shopping cart abandonment. The study adopted a survey research design, employing a quantitative approach, characterised by an exploratory-descriptive objective. Data was gathered via an online, self-administered questionnaire developed using Qualtrics, drawing from existing measurement scales. Female respondents 18 years and older residing in South Africa who purchased clothing online were recruited using convenience and snowballing sampling techniques (N = 243). Before the commencement of the data collection, the questionnaire was pre-tested to refine the questions and improve the overall quality and clarity of the questions. The online questionnaire was distributed to prospective respondents through various messaging and social media platforms (i.e., WhatsApp, Instagram, Facebook, and LinkedIn). Descriptive statistics were used to present an overview and discussion of the demographic characteristics of the sample and respondents’ online shopping practices.