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2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis

Abstract [en] : Electronic commerce is rapidly changing the way people do business all over the world. In the business-to-consumer segment, sales through the web have been increasing dramatically over the years. The contribution of sales for online retailers’ is not generated only from planned purchase but also a significant amount of sales is generated from unplanned buying. Consumers have been practicing unplanned purchase in online markets in their shopping experience. Describing consumers’ unplanned purchase behavior online is the purpose of this study. The data for the study was collected using interview. The result shows that customers only pass few stages of decision making process of unplanned purchase; they undergo need recognition, searching for information and purchases decision. The process is influenced by shopping convenience, shopping enjoyment and personalized recommendation. Lower price of goods is also the other factors influencing the decision making process of unplanned purchase in online market. Keywords: Decision Making Process, Unplanned Purchase, Shopping Convenience, Shopping Enjoyment, Personalized recommendation, Banner Advertizing

Place, publisher, year, edition, pages: 2012. , 78 p.

Keyword [en] : Social Behaviour Law, Decision Making Process, Unplanned Purchase, Banner Advertizing, Shopping Convenience, Shopping Enjoyment, Personalized recommendation

Keyword [sv] : Samhälls-, beteendevetenskap, juridik

Identifiers: URN: urn:nbn:se:ltu:diva-56567Local ID: d527b6fe-8cb5-4127-84e7-3e48d1471ef7OAI: oai:DiVA.org:ltu-56567DiVA: diva2:1029954

Subject / course: Student thesis, at least 30 credits

Educational program: Electronic Commerce, master's level

Examiners : Engström, Anne

Note: Validerat; 20120605 (anonymous)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved



Author: Bizuneh, Dereje

Source: http://ltu.diva-portal.org/



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