E-Shopping and Its Interactions with In-Store Shopping
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E-shopping and its interactions with in-store shopping The research reported in this book was conducted at the Urban and Regional research centre Utrecht (URU), Faculty of Geosciences, Utrecht University, which financially supported this publication. The research is part of the programme of the Netherlands Graduate School of Housing and Urban Research (NETHUR). ISBN 90 6266 262 5 English correction: Dr. Anne Hawkins Cover design and illustrations: Fred Trappenburg (GeoMedia, Faculty of Geosciences, Utrecht University) Graphic design and cartography: Rien Rabbers (GeoMedia, Faculty of Geosciences, Utrecht University) Copyright © Sendy Farag, Faculty of Geosciences, Utrecht University, 2006. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without permission in writing from the publisher. E-shopping and its interactions with in-store shopping Interacties tussen winkelen via internet en winkelbezoek (met een samenvatting in het Nederlands) Proefschrift ter verkrijging van de graad van doctor aan de Universiteit Utrecht op gezag van de rector magnificus, prof. dr. W.H. Gispen, ingevolge het besluit van het college voor promoties in het openbaar te verdedigen op woensdag 17 mei 2006 des middags te 12.45 uur door Sendy Farag geboren op 28 november 1975 te Hilversum Promotor: Prof. Dr. M. Dijst Co-promotor: Dr. T. Schwanen Contents Preface 7 Nederlandse samenvatting 9 1 Introduction 13 1.1 The rapid rise of the Internet and e-shopping 13 1.2 The shopping process and factors associated with the adoption of e-shopping 17 1.3 Research gaps 24 1.4 Research goal and question 26 1.5 Datasets used 27 References 32 2 Exploring the use of e-shopping and its impact on personal travel behavior in the Netherlands 39 Abstract 39 2.1 Introduction 39 2.2 Literature review 40 2.3 Research design and data 43 2.4 E-shopping in the Netherlands 45 2.5 In-store shoppers and online buyers in the Netherlands 49 2.6 Conclusions 51 Acknowledgements 51 References 52 3 E-shopping in the Netherlands: Does geography matter? 57 Abstract 57 3.1 Introduction 57 3.2 Literature review 59 3.3 Methodology 61 3.4 The spatial distribution of Internet users and online buyers in the Netherlands 64 3.5 E-shopping and the explanatory value of spatial variables 67 3.6 Conclusions 73 Acknowledgements 74 References 74 5 4 E-shopping and its relationship with in-store shopping: empirical evidence from the Netherlands and the USA 79 Abstract 79 4.1 Introduction 79 4.2 Background literature 80 4.3 Methodology 83 4.4 Determinants of online buying 87 4.5 Relationship between online buying and in-store shopping 91 4.6 Conclusions and discussion 96 Acknowledgements 97 References 97 5 Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping 101 Abstract 101 5.1 Introduction 101 5.2 Theoretical framework 103 5.3 Research design and methodology 106 5.4 Structural equation modelling results 112 5.5 Conclusion 121 Acknowledgements 123 References 123 6 A comparative study of attitude theory and other theoretical models for in-store and online shopping 127 Abstract 127 6.1 Introduction 127 6.2 Theoretical framework 129 6.3 Methodology 132 6.4 Results 134 6.5 Conclusion 144 Acknowledgements 146 References 146 7 Conclusions 151 7.1 Introduction 151 7.2 Summary and discussion of the results 152 7.3 Looking into the future 159 References 164 Curriculum Vitae 166 6 Preface Writing this thesis has been lots of fun. I have had the privilege to work with dedicated and skilled researchers in a friendly atmosphere. Thanks to them, I have learned a lot about doing research. Some people in particular have helped me enormously along the way. Without my Mum, I might not have started this PhD project in the first place. With her example she has encouraged me throughout. Thanks Mum! Dad and Fad, thanks for your encouraging words, too. Explaining a certain fact usually involves a combination of factors, each with its own strength in affecting the event. The same holds for finishing my thesis. I would like to thank Martin Dijst for daring to take on a sociologist who had no experience in either ICT-use or personal travel behaviour. His trust in me was a fundamental factor in getting my life as a PhD student started, and his guidance has been essential in reaching the end. Martin, I admire the way you combine developing new theoretical insights with a practical and down- to-earth realism. It has been great working with you, not least because of such pleasant surprises as flowers in my office during the tough time of collecting data. Starting out as a roommate and ending up as my co-promoter, Tim Schwanen has always been involved in my research. Learning-on-the-job has been a very important, if not the major, source of my current skills and it was Tim who did most of the teaching. Time- pressured as he usually is, he has nonetheless never failed to free up time to discuss my work thoroughly. And when I say thoroughly, that is still a severe understatement. Tim, thank you for being such a tower of strength (or in Dutch: mijn rots in de branding)! Few PhD students are able to go out for dinner, see a film, or swing with their co-promoters: I have been one of these lucky ones. Similarly, few PhD students start together on the same day on a similar project in the same research institute. Again, I was lucky to be able to exchange thoughts about my project with Jesse Weltevreden from the first day of my appointment. We helped each other a lot, especially in the first years, and organized an international seminar about ICT-use and spatial behaviour. Jesse, throughout these years it was a blessing to have you as a colleague so close by. In these first years, Martin Lanzendorf and Ronald van Kempen were also involved in the supervision of my research project. Thank you both for your input. Tom de Jong proved to be indispensable in enabling me to bring some geography into the subject of e-shopping. Thank you, Tom, for enlightening me about accessibility measures and for your little jokes (dubbing me ‘Semdy’ after my proclaimed enthusiasm for SEM (structural equation modelling)). One of the advantages of being a PhD student is that you can travel around, visiting conferences. This has produced a fruitful overseas cooperation with Kevin J. Krizek. How to write a paper together with one researcher stationed in Utrecht and the other in Minnesota, USA: ICT-use in practice! Thanks Kevin, it has been fun working, bowling, and eating sushi 7 with you. Another advantage of visiting conferences is that you get to meet the authors you read about in person. Someone whose work I draw on heavily and I was thrilled to meet in person was Patricia Mokhtarian. If you would like to trace back Tims’ thoroughness, here is one of the clues. Pat, thank you for your inspiration! I am a person who likes to be outdoors, and thankfully, I have found some colleagues who are like-minded about the best way to spend your lunch break, whether the sun is shining or not: Rebecca, Jasper, Taede, and Sjef can be considered as the real die-hards. Having nice colleagues is important, but having nice roommates even more so. My knowledge of South Africa and Australia has been given a lift after having Stephan and Christy as excellent (because funny, helpful, and quiet!) roommates. I have enjoyed the international character of our group of PhD students. Nikki, Tuna, and Javier: I hope we can keep in touch. Ivo, you have become a friend I could drag along to movies and the international film festival in Rotterdam. I was happy to enjoy the alternative Lowlands pop music festival together with you. Karien, it was nice to have you next door in the last phase, being able to drop in when I needed to complain! Femke, Saskia, Guillaume, Yvet, Michel, Anet, Robbert, and everyone from the fourth till the sixth floor: thanks for being such nice colleagues. The barbecues and football matches were lots of fun. Thank you Alphons for the good cooperation during my data collection and the steady supply of paper and envelopes. Harm and Gerlach: thanks for assisting me so quickly and successfully in all my hostile computer encounters throughout the years. I would like to thank Anne Hawkins for her swift and accurate English correction, Rien Rabbers for the layout of the thesis, and Fred Trappenburg for the cheerful illustrations. I am very grateful for the good time that I have had. Several people have contributed to this, but so has the organizational context in which I have worked. The two-weekly meetings of our transportation group have been very interesting and useful, not least in getting to know what the other PhD students were doing. Similarly, the courses I have followed were invaluable. “What exactly have you learned in these four years?” Independently from each other, my best friend Gio and my sister asked me this question. Trying to formulate an answer, I realized that, besides the predictable skills such as writing and analysing, I had also acquired some (for me) unexpected ones, such as reviewing papers written by others and supervising students. One thing is certain: for me, shopping will never be the same again.