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Differences between unplanned and impulse purchases in e-commerce
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Morozova, Nadia (2022) Differences between unplanned and impulse purchases in e-commerce. PhD thesis, University of Warwick.
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Official URL: http://webcat.warwick.ac.uk/record=b3856530
Abstract
Research conducted in the frames of the current PhD project shows that there exist significant differences among planned, unplanned and impulse purchases in terms of shoppers’ emotional engagement and cognitive involvement in the decision-making process. Moreover, these three types of purchases can be distinguished by different shoppers’ path to purchase and in-store triggers used for decision-making.
In order to achieve an in-depth understanding of the nature of planned, unplanned and impulse purchases and underlying mechanisms of the purchase decision-making process, we blended various research methodologies. Thus, to identify shoppers’ emotional engagement and cognitive involvement in their decision-making, we combined physiological data from E4 wristbands and mouse tracking data collected in the course of a shopping trip. To determine a type of purchase, we conducted a systematic literature review, and developed and tested a scale based on its results.
Research conclusions include:
• There exist differences in the level of the shoppers’ cognitive involvement & emotional engagement in the purchase decision-making process that lead to planned, unplanned and impulse purchases.
• Attention and motivation play distinct roles for unplanned and impulse purchases (which are linked with different stages of purchase decisionmaking).
• Shoppers have different paths to purchase associated with planned, unplanned and impulse purchases.
• Shoppers use different triggers on the site while making planned, unplanned and impulse purchases (e.g., product lists are more important for unplanned purchases than for impulse purchases).
• Product categories are associated with whether shoppers make unplanned or impulse purchases (related / not related with the shopping need state).
• Time and window shopping play different roles in unplanned and impulse purchase decision-making (e.g. impulse purchases take the longest).
This research enabled us to provide academic recommendations, including definitions of planned, unplanned and impulse purchases. Moreover, business recommendations were developed, which can be applied by e-tailers, consumer brands and Social Media companies.
Item Type: | Thesis (PhD) | ||||
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Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce T Technology > TX Home economics |
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Library of Congress Subject Headings (LCSH): | Shopping, Electronic commerce, Impulse buying, Consumer behavior, Behaviorism (Psychology) -- Research, Human behavior models -- Economic aspects | ||||
Official Date: | March 2022 | ||||
Dates: |
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Institution: | University of Warwick | ||||
Theses Department: | Warwick Business School | ||||
Thesis Type: | PhD | ||||
Publication Status: | Unpublished | ||||
Supervisor(s)/Advisor: | Vlaev, Ivo | ||||
Format of File: | |||||
Extent: | 300 leaves : colour illustrations, colour charts | ||||
Language: | eng |
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