In-store vs. online shopping of search and experience goods: A Hybrid Choice approach
Axhausen, Kay W.
- Conference Paper
Rights / licenseIn Copyright - Non-Commercial Use Permitted
This paper aims at explaining the choice between online and in-store shopping for experi- ence (groceries) and search (standard electronic appliances) goods in Zurich, Switzerland, within an experimental setting assuming no privately owned vehicles, applying an inte- grated 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 shop- ping cost sensitivity, which can be explained by the larger choice set when effectively considering both purchasing channels, while shopping time sensitivity differs by the prod- uct 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
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PublisherIVT ETH Zurich
SubjectOnline 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 unit03521 - Axhausen, Kay W.
02226 - NSL - Netzwerk Stadt und Landschaft / NSL - Network City and Landscape
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