The Interactions between E-Shopping and Store Shopping: A Case Study of the Twin Cities


Jason Cao, Frank Douma, Fay Cleaveland, Zhiyi Xu

August 2010

Report no. CTS 10-12

This research aims to reveal the interactions between e-shopping and in-store shopping using a sample of Internet users in the Minneapolis-St. Paul metropolitan area. This report summarizes previous research on the interactions among spatial attributes, e-shopping, and travel behavior and makes eight recommendations for future research. Guided by the recommendations, this study adopts an innovative research design by integrating a conventional shopping survey with an activity diary. This report provides a detailed description of survey development and implementation and points out several common pitfalls in survey administration. This report also presents results on the interactions. Specifically, two ordered probit models and structural equation models were developed to investigate the influence of geography on online shopping usage and the influence of e-shopping on traditional shopping.

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ITS Institute (RITA)