E-buyers unveil it all
Document Type
Conference Proceeding
Publisher
European Marketing Academy
Faculty
Faculty of Business and Public Management
School
School of Marketing, Tourism and Leisure
RAS ID
3553
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.
Comments
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. Conference website available here.