Relationship between Online Shopping and Store Shopping in the Shopping Process: Empirical Study for Search Goods and Experience Goods in Nanjing, China

Qing Zhai, Xinyu Cao, Feng Zhen

Research output: Contribution to journalArticlepeer-review

15 Scopus citations

Abstract

As online shopping proliferates, many studies have investigated its impact on travel. Most studies, however, treat online shopping as a transaction channel and overlook its interaction with physical shopping at various stages of the shopping process. Using adult internet users in Nanjing, China, this study explores the interactions between online shopping and traditional shopping for search goods (books) and experience goods (clothing) during the shopping process. The results show that experience goods have a stronger stickiness combination between pre-purchase channels and transaction channels than search goods. As a pre-purchase channel for experience goods, stores are more likely to promote cross-channel than internet shopping; the relationship is the opposite for search goods.

Original languageEnglish (US)
Pages (from-to)38-47
Number of pages10
JournalTransportation Research Record
Volume2673
Issue number11
DOIs
StatePublished - Nov 2019

Bibliographical note

Publisher Copyright:
© National Academy of Sciences: Transportation Research Board 2019.

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