Purpose Given the scenario previously described, the present work intends to fill the gap in literature about the phenomenon of impulse buying in the online setting by detecting the presence of impulsive purchases in the online grocery setting and outlining the variables that affect the nature of the behaviour. For the purpose of the study, we compared the impact of both external and internal factor in online vs offline context in order to detect the main differences in the pattern of shopping behaviour.
Understanding shopping behaviour: the impact of external and internal variables on online and offline purchases / Grandi, Benedetta; Cardinali, Maria Grazia. - (2021), pp. 130-135. ( Building Resilience in Retail for the post COVID World – Marketing & Op- erations Perspectives Sophia Antipolis 15 – 16 July 2021).
Understanding shopping behaviour: the impact of external and internal variables on online and offline purchases
Benedetta Grandi
;Maria Grazia Cardinali
2021-01-01
Abstract
Purpose Given the scenario previously described, the present work intends to fill the gap in literature about the phenomenon of impulse buying in the online setting by detecting the presence of impulsive purchases in the online grocery setting and outlining the variables that affect the nature of the behaviour. For the purpose of the study, we compared the impact of both external and internal factor in online vs offline context in order to detect the main differences in the pattern of shopping behaviour.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
