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The relationships between e-shopping and store shopping in the shopping process of search goods


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  • Cao, Xinyu (Jason)
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    Internet facilitates hybrid shopping processes by enabling consumers to acquire information, experience product, and conduct transaction using different media (e.g., internet, store, and catalog) at different locations at different times. Although several studies have explored how internet transactions and store sales influence each other, few investigated transportation implications of the hybrid shopping process of single products. Using 540 internet users in the Minneapolis-St. Paul metropolitan area, USA, this study decomposed their shopping processes of a group of search goods (books, CDs, VCDs, videotapes, and album) to understand the relationships of e-shopping and store shopping. We found the media for product awareness, information search, and product trial are important predictors of transaction medium; and the awareness medium is the most important. Further, 17% of store buyers used internet for information search and/or product trial, and about 10% of internet buyers made trips to store to acquire information and/or experience product. The findings carry implications for marketing strategies and travel demand analysis.

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    Bibliographic Info

    Article provided by Elsevier in its journal Transportation Research Part A: Policy and Practice.

    Volume (Year): 46 (2012)
    Issue (Month): 7 ()
    Pages: 993-1002

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    Handle: RePEc:eee:transa:v:46:y:2012:i:7:p:993-1002

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    Keywords: Activity fragmentation; E-commerce; ICT; Marketing; Multi-channel shopping; Transportation;


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    1. Lenz, Barbara & Nobis, Claudia, 2007. "The changing allocation of activities in space and time by the use of ICT--"Fragmentation" as a new concept and empirical results," Transportation Research Part A: Policy and Practice, Elsevier, vol. 41(2), pages 190-204, February.
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    Cited by:
    1. Calderwood, Eric & Freathy, Paul, 2014. "Consumer mobility in the Scottish isles: The impact of internet adoption upon retail travel patterns," Transportation Research Part A: Policy and Practice, Elsevier, vol. 59(C), pages 192-203.
    2. Oz Shy, 2013. "Window shopping," Working Papers 13-4, Federal Reserve Bank of Boston.


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