When a Purchase Is Only a Click (Or Two) Away: Online Impulsive Buying Behavior of Women in Finland

Impulsive buying has interested consumer researchers since the 1950s. The mainstream research has examined the phenomenon from physiological or cognitive psychological approach, concentrating on the offline shopping context. However, the impulsive buying experience can be different on the Internet where e.g. the purchase is only a few mouse clicks away and the product cannot be experienced with all five senses. This study takes a qualitative approach to studying the phenomenon, and focuses on what are the different ways of experiencing impulsive buying in the online shopping environment. 11 women in Finland were interviewed about their experiences of online impulsive buying.


Nina Mesiranta (2007) ,"When a Purchase Is Only a Click (Or Two) Away: Online Impulsive Buying Behavior of Women in Finland", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 300-303.


Nina Mesiranta, University of Tampere, Finland


E - European Advances in Consumer Research Volume 8 | 2007

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