Petcharat T.Jattamart A.Leelasantitham A.Mahidol University2023-06-232023-06-232023-09-01Journal of Retailing and Consumer Services Vol.74 (2023)09696989https://repository.li.mahidol.ac.th/handle/20.500.14594/87605Online retail platforms significantly impact consumers' purchasing decisions. Satisfaction, purchase intent, and repeat online shopping drive the platform's purchasing decisions. In contrast, individuals do not purchase products due to dissatisfaction and lack of purchasing intent. It will cause hesitation and spread negative feedback to influence online consumer behaviors. This research proposes a conceptual model incorporating the Status Quo Bias (SQB) and the Negative Online Purchase Decision-Making Process (NOPDMP) to suggest a new framework for evaluating the maintained consumer behavior of online shopping platforms. The questionnaires following the proposed conceptual model were collected from the sample data from participants of 384 experienced respondents using online shopping platforms. Data were analyzed for the causal relationship using Structural Equation Model. The implications of the assessment framework that incorporates the influence of negative factors can weigh the decision to purchase products and improve and reduce shopping cart abandonment on e-commerce platforms. This framework can also describe instances of negative perspectives regarding incentive alignments with actual behaviors.Business, Management and AccountingArticleSCOPUS10.1016/j.jretconser.2023.1034502-s2.0-85161725803