Study of online leisure activities—Exemplified by shopping online without initial intention

With the development of information technology, people are increasingly making use of the Internet for their communication, consumption and leisure activities. Although the online consumer activities such as online purchasing, online communication have been the center topic for researchers, the study of online leisure activities (OLA) is not well developed. In this article, the author analyzes the characteristics of the online leisure activities and discovers some marketing opportunities based on the theory of consumer decision process. Then a typical case analysis-shopping online without initial intention-is provided. Finally, the author gives some practical marketing implications.