| Περίληψη: | This research investigates the consumer abandonment of the online buying process but also aims
to delve into a more general view of the phenomenon of buying process abandonment. Insight
into online consumer behaviour in general is also provided. A model linking various concepts of
online consumer behaviour, specifically that of the problematic usage of social media platforms,
internet procrastination, multitasking, perceived product choice overload and of course buying
process abandonment, is developed in order to analyse the predicted correlations. The study’s
findings indicate that product choice overload as well as multitasking are the sole variables of the
model directly correlated to buying process abandonment, while multitasking possesses an
additional role as it also serves as a driver to the perception of the consumer that they are facing
product choice overload when attempting to choose a product from a selection of products. On
the other hand, the other variables of the model, namely problematic social media usage and
procrastination (or using the internet as a means to escape) serve only as indirect drivers of
buying process abandonment. Drawing from the model and the relationships thereof, a
theoretical framework based on the importance and effect of the loss or absence of focus of the
individual in consumer behaviour is structured. Academical contributions and managerial
implications for online retailers as well as digital marketers are provided.
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