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E-shopping and its relationship with in-store shopping empirically investigated

E-shopping and its relationship with in-store shopping empirically investigated. ICT Specialist Meeting Doorn, The Netherlands 4-7 November Sendy Farag, Tim Schwanen & Martin Dijst Utrecht University. Presentation outline. 1 Introduction 2 Methodology 3 Results

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E-shopping and its relationship with in-store shopping empirically investigated

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  1. E-shopping and its relationship with in-store shopping empirically investigated ICT Specialist Meeting Doorn, The Netherlands 4-7 November Sendy Farag, Tim Schwanen & Martin Dijst Utrecht University

  2. Presentation outline 1 Introduction 2 Methodology 3 Results 4 Preliminary conclusions

  3. 1 Introduction • Research question How do the frequencies of online searching and online buying relate to the frequency of non-daily shopping trips? • Accounting for these variables: • Behavioural (Internet use, home shopping) • Attitudinal (e-shopping, in-store shopping) • Land use (residential environment, shop accessibility) • Personality (active lifestyle, adventurous) • Sociodemographic (gender, age, education, income)

  4. 2 Methodology (1) • Data collection period: November + December 2003 • Research areas: Utrecht, Nieuwegein, Culemborg, and Lopik • Research instruments: 1. Shopping survey 2. Two-day travel diary (Friday & Saturday)

  5. 2 Methodology (2) Step 1: selection survey per mail 8,000 households  1946 (24% of households) Willing to participate  1566 (80% of households) Internet users  1210 (77% of willing to participate) Step 2: main survey per mail or online 1210 Internet users  827 (68% of Internet users) 656 mail survey  464 (71% of mail respondents) 554 online survey  363 (65% of online respondents)

  6. 2 Methodology (3) • Method of analysis Structural Equation Modeling = combination of path analysis and factor analysis • Stepwise approach model building Step 1: Online searching, online buying, shopping trips Step 2: Behavioural & attitudinal variables Step 3: Land use variables Step 4: Personality & sociodemographic variables

  7. 3 Results (1) • Sample description • 61% female, mean age 41 years, 28% single • 57% high education, 28% high income • 2.3 non-daily shopping trips per month • Internet use and e-shopping • 5 years Internet experience, 57% daily use • 58% ever bought online, average 4.6 times • only 14% neither search, nor buy online

  8. - - - + + + + + + + + + + + + + - + 3 Results (2) Urban environment Shop accessibility Trip chaining Internet connection Internet use Like e-shopping Home shopping Car Online searching Online buying Shopping trips Adventurous Like in-store shopping

  9. 4 Preliminary conclusions • Frequencies of online searching and buying positively related to the frequency of non-daily shopping trips • Residential environment indirectly affects e-shopping via Internet use and Internet connection • Complementarity or expansion more likely than substitution

  10. Whether online or in-store……

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