The Impact of the purchase channel on unplanned purchases
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622019000100018 |
Resumo: | This exploratory research aimed to observe if the purchase channel used (online versus physical store) could influence the number and the type of unplanned purchases in a supermarket purchase situation. 64 participants were asked to simulate a supermarket purchase using a shopping list and a predefined budget. Participants were divided into two conditions: online shopping and physical store shopping simulation. Findings show that consumers purchase more unplanned items (and spent more money on unplanned purchases) when they buy in physical stores, as well as items on promotion. They also tend to spend more time in the decision-making process when compared to participants shopping online. In addition, online consumers spend more money on items that were on their shopping list. Our findings are important to the literature, demonstrating that consumer reactions towards shopping differ according to the channel. Advertisers and web designers can also benefit from these findings by making better decisions regarding online advertising, specifically in the retail domain. Suggestions for future research are provided in the end. |
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The Impact of the purchase channel on unplanned purchasesconsumer behaviorpurchase channelunplanned purchasesecommerceThis exploratory research aimed to observe if the purchase channel used (online versus physical store) could influence the number and the type of unplanned purchases in a supermarket purchase situation. 64 participants were asked to simulate a supermarket purchase using a shopping list and a predefined budget. Participants were divided into two conditions: online shopping and physical store shopping simulation. Findings show that consumers purchase more unplanned items (and spent more money on unplanned purchases) when they buy in physical stores, as well as items on promotion. They also tend to spend more time in the decision-making process when compared to participants shopping online. In addition, online consumers spend more money on items that were on their shopping list. Our findings are important to the literature, demonstrating that consumer reactions towards shopping differ according to the channel. Advertisers and web designers can also benefit from these findings by making better decisions regarding online advertising, specifically in the retail domain. Suggestions for future research are provided in the end.Centro de Investigação Media e JornalismoFaculdade de Ciências Sociais e Humanas/Universidade Nova de Lisboa2019-06-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622019000100018Media & Jornalismo v.19 n.34 2019reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622019000100018Henriques,InêsBarreto,Ana Margaridainfo:eu-repo/semantics/openAccess2024-02-06T17:30:46Zoai:scielo:S2183-54622019000100018Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:34:08.938735Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The Impact of the purchase channel on unplanned purchases |
title |
The Impact of the purchase channel on unplanned purchases |
spellingShingle |
The Impact of the purchase channel on unplanned purchases Henriques,Inês consumer behavior purchase channel unplanned purchases ecommerce |
title_short |
The Impact of the purchase channel on unplanned purchases |
title_full |
The Impact of the purchase channel on unplanned purchases |
title_fullStr |
The Impact of the purchase channel on unplanned purchases |
title_full_unstemmed |
The Impact of the purchase channel on unplanned purchases |
title_sort |
The Impact of the purchase channel on unplanned purchases |
author |
Henriques,Inês |
author_facet |
Henriques,Inês Barreto,Ana Margarida |
author_role |
author |
author2 |
Barreto,Ana Margarida |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Henriques,Inês Barreto,Ana Margarida |
dc.subject.por.fl_str_mv |
consumer behavior purchase channel unplanned purchases ecommerce |
topic |
consumer behavior purchase channel unplanned purchases ecommerce |
description |
This exploratory research aimed to observe if the purchase channel used (online versus physical store) could influence the number and the type of unplanned purchases in a supermarket purchase situation. 64 participants were asked to simulate a supermarket purchase using a shopping list and a predefined budget. Participants were divided into two conditions: online shopping and physical store shopping simulation. Findings show that consumers purchase more unplanned items (and spent more money on unplanned purchases) when they buy in physical stores, as well as items on promotion. They also tend to spend more time in the decision-making process when compared to participants shopping online. In addition, online consumers spend more money on items that were on their shopping list. Our findings are important to the literature, demonstrating that consumer reactions towards shopping differ according to the channel. Advertisers and web designers can also benefit from these findings by making better decisions regarding online advertising, specifically in the retail domain. Suggestions for future research are provided in the end. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-06-01 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622019000100018 |
url |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622019000100018 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2183-54622019000100018 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Centro de Investigação Media e Jornalismo Faculdade de Ciências Sociais e Humanas/Universidade Nova de Lisboa |
publisher.none.fl_str_mv |
Centro de Investigação Media e Jornalismo Faculdade de Ciências Sociais e Humanas/Universidade Nova de Lisboa |
dc.source.none.fl_str_mv |
Media & Jornalismo v.19 n.34 2019 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
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1799137398297198592 |