Exploring the dynamic of unplanned purchases on the web: Initial findings
Australian and New Zealand Marketing Academy
Faculty of Business and Public Management
School of Marketing, Tourism and Leisure
An exploratory research design was used to seek insights into the dynamic of unplanned purchasing on the web. Using a two-phase approach the study incorporated both qualitative data in the form of focus groups and in-depth interviews, as well as quantitative data from 250 on-line surveys. This paper focuses on the initial findings from the qualitative data and reports on the insights into this phenomenon that this phase of the study provided. The study uses the purchasing of music CDs on-line as the vehicle to explore the cues that would create an environment to support unplanned purchases on the web. Despite extensive research relating to online shopping behaviour and unplanned purchases in the context of the traditional retail outlet, it seems that little attention has been paid to the study of unplanned purchase behaviours while shopping on line. The initial findings prove that unplanned buying online represents a field of its own and that the findings of brick-and-mortar have limited applicability to the virtual world, therefore proposing fresh avenues for a new field of research.