A multivariate analysis of spontaneous purchases online

Document Type

Journal Article


Australian & New Zealand Marketing Academy


School of Marketing, Tourism and Leisure




Originally published as: Gunness, A., Ogilvie, M. (2004). A multivariate analysis of spontaneous purchases online. In proceedings of ANZMAC 2004 : marketing accountabilities and responsibilities. Wellington, New Zealand: Australian & New Zealand Marketing Academy. Original article available here.


This study explores the frequency of online unplanned purchases and the impact that a variety of variables have on this purchase behaviour. A two phase study using the purchase of online CDs as the vehicle was conducted. Initial exploratory research consisting of focus groups and in depth interviews, was followed by a survey of 225 online shoppers. Results reveal that 'ease of navigation' is the most significant determinant of such behaviour, followed by 'reviews and recommendations by experts', 'ease of contact with e-vendors' and 'easy payment procedures'. Besides furthering theoretical understanding about unplanned buyers of CDs, this study provides insights into online purchase behaviour as well as highlighting the marketing implications for e-tailers and the need to adopt effective strategies to achieve customer satisfaction, nurture loyalty and maintain healthy profit levels.

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