From browsing to buying: The ADHD impact on the prepurchase and purchase stage of the online shopping journey
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2025-07-03
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en
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While online shopping has become a routine activity, its cognitive and emotional demands can present unique challenges for neurodivergent individuals. Therefore, this study investigates how individuals with Attention-Deficit/Hyperactivity Disorder experience the pre-purchase and purchase stage of the online shopping journey, and how these experiences differ from those without Attention-Deficit/Hyperactivity Disorder. A qualitative approach was adopted, using a think aloud protocol and semi-structured interviews with 20 participants, 10 with ADHD and 10 without ADHD. Data were analyzed inductively using grounded theory to identify key themes and behavioral patterns. Findings reveal that individuals with Attention-Deficit/Hyperactivity Disorder experience heightened cognitive overload, impulsivity, and time management difficulties during online shopping. They frequently exhibit hyperfocus, multitasking behavior, and reliance on coping strategies. In contrast, non-ADHD participants displayed more structured, goal-oriented and time efficient behaviors. The study concludes that the online shopping journey is not universally experienced and highlights the need for more inclusive online retail environments. These insights contribute to both theory, by enriching existing literature on neurodiversity in consumer behavior, and practice, by offering concrete recommendations for more accessible online retail environments.
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Faculteit der Managementwetenschappen