Title

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

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. Conference website available here.

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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