Consumer abandonment of the online buying process

• Κύριος συγγραφέας: Χαλικιάς, Γεράσιμος
• Άλλοι συγγραφείς: Chalikias, Gerasimos
• Γλώσσα: English
• Έκδοση: 2023
• Θέματα: Buying process; Online shopping; Distraction; Abandonment; Αγοραστική διαδικασία; Διαδικτυακές αγορές; Διάσπαση προσοχής; Εγκατάλειψη

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.