In-store vs. online shopping of search and experience goods
Open access
Date
2017-03Type
- Conference Paper
ETH Bibliography
yes
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Abstract
This paper aims at explaining the choice between online and in-store shopping for experience (groceries) and search (standard electronic appliances) goods in Zurich, Switzerland, within an experimental setting assuming no privately owned vehicles, applying an integrated choice and latent variable (ICLV) approach to model choice behavior: In a stated preference survey 466 respondents were requested to trade-off different attributes related to their choice between online and in-store shopping, together with a separate questionnaire asking for their attitudes towards online shopping and the pleasure of shopping. Respondents with more positive attitudes towards online shopping exhibit a higher shopping cost sensitivity, which can be explained by the larger choice set when effectively considering both purchasing channels, while shopping time sensitivity differs by the product category and the pleasure of shopping. The strongest socio-economic factor explaining choice behavior is education: Well-educated people tend to have a better access to ICT in general and make use of that technology, thus exhibit a higher choice probability of online shopping that is mainly mediated via the pro-online shopping attitudes. Results reveal further potential for online shopping services, given the relatively high value of travel time savings (VTTS) of about 75 CHF/h for experience and 45 CHF/h for search goods, compared to the value of delivery time savings (VDTS) ranging between 6 CHF/day for experience and 2.50 CHF/day for search goods: Especially for search goods, avoiding a shopping trip produces more benefits than waiting for the delivery of the ordered products. Show more
Permanent link
https://doi.org/10.3929/ethz-b-000130264Publication status
publishedPublisher
IVT, ETH ZurichEvent
Subject
Online shopping; In-store shopping; Attitudes towards online shopping; Pleasure of shopping; Integrated choice and latent variable (ICLV); Value of delivery time; Maximum simulated likelihood (MSL)Organisational unit
03521 - Axhausen, Kay W. (emeritus) / Axhausen, Kay W. (emeritus)
02226 - NSL - Netzwerk Stadt und Landschaft / NSL - Network City and Landscape
02655 - Netzwerk Stadt u. Landschaft ARCH u BAUG / Network City and Landscape ARCH and BAUG
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Is previous version of: http://hdl.handle.net/20.500.11850/283468
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ETH Bibliography
yes
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