電通數位就「偶遇購買」進行獨家調查，發現近五分之一的購買行為源於偶然相遇

電通數位的新調查顯示，「偶遇購買」佔消費者購買行為近20%，此趨勢同樣發生在高價位商品上，為挑戰者品牌帶來了重要的行銷機會。
Market Research ReportNQ 92/100出典：PR Times

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  • 📰 發表: 2026年5月20日 20:03
  • 🔍 收集: 2026年5月20日 11:31
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電通數位公司針對15個商品與服務類別，進行了「偶遇購買行銷®：偶遇購買實況調查2026」的獨家研究。調查結果顯示，除了傳統的「計畫性購買」，由無預期相遇觸發的「偶遇購買」佔了消費者購買行為的約20%。這意味著即使消費者原先計畫購買特定品牌，但約有五分之一的機會因在社群媒體或實體店面的「偶遇」而轉向購買其他品牌。值得注意的是，此現象不僅限於低價日用品，也發生在需要審慎考慮的高價位商品，如奢侈品牌（21%）、人壽保險（23%）和信用卡貸款（23%）。這對知名度較低的「挑戰者品牌」而言是個大好機會，因為「偶遇購買」常由「新發現」的刺激所驅動。

常見問題

What is 'accidental purchasing' according to the survey?

Unlike 'planned purchasing' where a consumer researches and intentionally buys a specific product, 'accidental purchasing' occurs when a consumer discovers a product serendipitously through social media, community recommendations, or in-store encounters while browsing without a specific goal, and this encounter leads to a purchase.

What percentage of consumer purchases are accidental?

The survey, conducted across 15 product categories, found that accidental purchasing accounts for an average of 17.8%, which is approximately one in every five purchases.

Does accidental purchasing only apply to low-cost items?

No, the research shows that accidental purchasing also happens with high-involvement products that typically require careful consideration, such as luxury brands (21%), life insurance (23%), and card loans (23%).

Which types of brands can benefit most from this trend?

The article suggests that 'challenger brands' with less name recognition have the most to gain, as accidental purchases are often driven by the appeal of a 'new discovery,' giving them an opportunity to win over customers from major brands.

What is Dentsu Digital's 'Accidental Purchasing Marketing®'?

It is a marketing support service offered by Dentsu Digital that strategically designs accidental encounters between consumers and products by combining creativity and data to capitalize on this purchasing trend.

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