Effects of competence support–frustration misfit in e-shopping cart systems on task engagement and payment behavior: evidence from Gabon

초록

Given the high rate of e-shopping cart abandonment in the fast-growing e-commerce marketplace, easy-to-use systems are essential for e-shoppers to complete their e-payments with confidence. To bridge the gap between the competence-frustration interaction effect and e-payment completion, we apply the Motivation, Engagement, and Thriving in User Experience-Technology Acceptance Model (METUX-TAM) to explore e-shoppers’ journeys across the interface–task–behavior spheres. Using data collected from Gabonese consumers, we analyze the model using a polynomial approach with response surface analysis. Our findings emphasize that optimizing both psychological and technological ease significantly lowers cart abandonment and improves e-shopping completion, indicating the U-shaped CSSC–CFSC misfit effect on desired e-payment behavior. Moreover, e-tail marketers should note that perceived usefulness and ease of use are essential for enhancing desired e-payment behaviors.

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