Factors identification : a model of unplanned multi-generational consumers' electronic purchasing decision/ created by Anil Kumar and Manoj Kumar Dash

Despite the tremendous growth of the emerging electronic market, in literature, little attention is given by researchers on online consumer decision making styles and their relationship with unplanned behaviour of consumer. The current study, first, identifies the factor structure of online consumer decision making styles by using exploratory factor analysis and then build a hypothetical structure model of unplanned purchase decision of the online consumer, structural equation modelling is used to analysis the hypothesised structure model. The proper understanding of factors impact on unplanned purchase decision of online consumer could help the electronic service provider to provide better service according to their needs and communicate with them a better way to improve their online reputation. Additionally, it proposes and validates a parsimonious model of unplanned purchase decision of consumer in the context of online channels.