A study on the relationship between unplanned purchasing and consumption values on EC sites

Abstract

In recent years, data oligopoly by big IT companies such as GAFA has been regarded as a problem. Targeting ads, which collect lots of data and are hit according to individual tastes, are causing unintended buying behavior for consumers. In addition, consumers have become more diverse in value, as they have become physically rich, and their behaviors are represented as intangible goods consumption rather than tangible consumption. In this article, we focus on unplanned purchases among consumption behaviors that are subject to various external influences. Through the comparison with EC sites that can use personal information and real store purchasing behaviors, we will consider the relationship between individual characteristics and unplanned purchases.