The unplanned internet shopper: Women lead the way
We-B Centre and the School of Management Information Systems, Edith Cowan University
Place of Publication
School of Marketing, Tourism and Leisure
Despite extensive research relating to online shopping and profiling of the Internet shopper, it seems that little attention has been paid to the study of unplanned purchasers online. Utilizing a low involvement, frequently purchased product (music CDs), as the good under investigation, this paper reports findings from a two phase study to explore the behavioural dimensions of unplanned purchasing online. Results from an online survey of 225 responses provide insights into the demographic and socioeconomic characteristics of the online shopper and demonstrate that females are more prone to unplanned purchases online as compared to males. These females are young, low income earners, not highly educated and are frequent Internet users. The findings have significant implications for web marketers, managers and retailers and their ability to create more effective web dialogue with their e-buyers.