Title

E-buyers unveil it all

Document Type

Conference Proceeding

Publisher

European Marketing Academy

Faculty

Business and Public Management

School

Marketing, Tourism and Leisure

RAS ID

3553

Comments

Originally published as: Gunness, A., Ogilvie, M., Mizerski, K. (2005). E-buyers unveil it all. In the Proceedings 34th European Marketing Academy Conference Rejuvenating marketing: contamination, innovation, integration. Milan, Italy: Bocconi University.

Abstract

This study provides a multivariate analysis of the dynamic of unplanned Internet purchases, an area which has not been well documented. A-sample of online music CD buyers aged 16 and above, was analyzed, Factor analysis and regression analysis results indicate that 'ease of navigation', 'easy payments procedures', 'contact withe-vendors' and 'experts' reviews and recommendations' are key determinants of the frequency of online unplanned e-purchasing. Based on discriminant analysis, 'receiving orders/services in a timely manner' and 'ease of placing orders' emerged as the discriminatory variables between planned and unplanned purchases.

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