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Title:
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HOW COUPLES MAKE DECISIONS ABOUT AN ONLINE PURCHASE: BUYING EVENT TICKETS |
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Author(s):
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Abdelouahab Mekki Berrada |
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ISBN:
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978-972-8939-82-3 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2013 |
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Edition:
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Single |
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Keywords:
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Online purchase, shopping with a partner, couples decision-making, relative influence, decision-making in a partnership, online consumer behavior. |
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Type:
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Full Paper |
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First Page:
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170 |
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Last Page:
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176 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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With the Internet playing a growing role within households, couples are finding themselves making more purchases online, and engaging in all the related navigation, together. The phenomenon is likely to grow in scope with the arrival of new technologies such as interactive television and tablets. This descriptive study investigates relative influence within couples making a decision to buy event tickets online. A sample of 336 couples were invited to answer a questionnaire. The relative influence of each member of the couple during the online purchase of event tickets was analyzed throughout the different stages of the purchasing process and its sub-decisions. The results showed that, in accordance with earlier studies of online purchasing, women have as much or more influence than men during online decision-making. |
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