Global Conference on Business and Finance Proceedings Volume 7 Number 2 2012

GCBF Vol. 7 No. 2 2012 ISSN 1941-9589 ONLINE & ISSN 1931-0285 CD 267

AN EXPLORATORY STUDY OF DECISION-MAKING
FOR ONLINE PURCHASE WITHIN A COUPLE
Abdelouahab Mekki Berrada, Universit de Sherbrooke

ABSTRACT

Since researchers were interested in the consumers purchase and navigation behaviors on the Web, the
unit of analysis has always been the Net surfer as a single individual interacting with the Website for final
decision-making. However, with the growing presence the Internet in households, other situations could
be considered. Notably, the possibility of the physical presence of another person, who could actively
participate and influence the decision-making process (Zamaria and Fletcher, 2007; Kennedy and
Wellman, 2007).

The presence of both members of a couple, during the purchase decision-making process, has been
approached for more than 30 years by the researchers in sociology and marketing (Commuri and Gentry,
2000). However, none of this research was in a Web context. Therefore, the main objective of this
exploratory research is to better understand the dynamics of the decision-making for online purchases
within a couple. In order to accomplish this goal, five couples were invited into our laboratory to make
an online purchase. The results of observations and interviews showed that the interaction between two
members of couple facing a computer screen can have an impact on decisions and on the accomplishment
of tasks on Website.

JEL : M31

KEYWORDS : Online purchase, shopping with a partner, couple decision making, relative influence,
influence strategy, decision making in a partnership, online consumer behavior.

REFERENCES

Commuri, S. et Gentry J . W. (2000), "Opportunities for Family Research in Marketing", Academy of
Marketing Science Review, 2000, vol. 8, 35 p.

Kennedy, T. & Wellman, B. (2007), "The Networked Household", Information, Communication and
Society, vol. 10, p. 645 670.

Zamaria C. & Fletcher F. (2007). The Internet, Media and Emerging Technologies : Uses, Attitudes,
Trends and International Comparisons. From The Canada Internet Project Report : Canada Online 2007.

BIOGRAPHY

Dr. Abdelouahab Mekki Berrada is a Professor of Marketing at Universit de Sherbrooke. He can be
contacted at: Department of Marketing, Facult dadministration, Universit de Sherbrooke, 2500 boul. de
lUniversit, Sherbrooke (Qubec) J 1K2R1.
Email: Abdelouahab.mekki-berrada@usherbrooke.ca

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