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Impulse buying online: a visual, comparative enquiry into two mediums of grocery retailing

Åberg, Annie LU and Kurdieh, Nancy (2013) BUSN39 20131
Department of Business Administration
Abstract
The purpose of our thesis has been to see how impulse buying could manifest itself online by comparing the offline and online mediums through visual enquiry, and build on the already extensive literature on offline impulse buying. The object oriented visual enquiry was used offline and online to observe grocery stores and their current and potential impulse buying stimuli. We gained an initial understanding of the differences between the offline and online mediums according to how they can manifest impulse buying stimuli. We do not believe that the offline impulse buying methods can be directly transferred to an online setting, due to differences in format. However, an online grocery shopping site can emphasize features connected to... (More)
The purpose of our thesis has been to see how impulse buying could manifest itself online by comparing the offline and online mediums through visual enquiry, and build on the already extensive literature on offline impulse buying. The object oriented visual enquiry was used offline and online to observe grocery stores and their current and potential impulse buying stimuli. We gained an initial understanding of the differences between the offline and online mediums according to how they can manifest impulse buying stimuli. We do not believe that the offline impulse buying methods can be directly transferred to an online setting, due to differences in format. However, an online grocery shopping site can emphasize features connected to hedonism, interactivity and personalization to successfully induce impulse buying in the online medium (Less)
Please use this url to cite or link to this publication:
author
Åberg, Annie LU and Kurdieh, Nancy
supervisor
organization
alternative title
Impulse buying in grocery retailing online
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Impulse buying, e- commerce, groceries, offline, atmospherics, sales promotion
language
English
id
3910252
date added to LUP
2013-06-26 12:21:56
date last changed
2013-06-26 12:21:56
@misc{3910252,
  abstract     = {The purpose of our thesis has been to see how impulse buying could manifest itself online by comparing the offline and online mediums through visual enquiry, and build on the already extensive literature on offline impulse buying. The object oriented visual enquiry was used offline and online to observe grocery stores and their current and potential impulse buying stimuli. We gained an initial understanding of the differences between the offline and online mediums according to how they can manifest impulse buying stimuli. We do not believe that the offline impulse buying methods can be directly transferred to an online setting, due to differences in format. However, an online grocery shopping site can emphasize features connected to hedonism, interactivity and personalization to successfully induce impulse buying in the online medium},
  author       = {Åberg, Annie and Kurdieh, Nancy},
  keyword      = {Impulse buying,e- commerce,groceries,offline,atmospherics,sales promotion},
  language     = {eng},
  note         = {Student Paper},
  title        = {Impulse buying online: a visual, comparative enquiry into two mediums of grocery retailing},
  year         = {2013},
}