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

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.