Substitution or complementarity? How the Internet changes city centre shopping |
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Institution: | 1. School of Architecture and Urban Planning, Nanjing University, China;2. School of Geographic and Oceanographic Sciences, Nanjing University, China;3. Humphrey School of Public Affairs, University of Minnesota, Twin Cities, USA;4. School of Civil and Environmental Engineering, Georgia Institute of Technology, USA |
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Abstract: | The rapid expansion of the Internet has spawned a growing body of literature on the impact of online shopping (here called e-shopping) on physical shopping. This paper explores the impact of e-shopping on shopping at city centres in the Netherlands for 25 retail categories, using a sample of 3200 Internet users. Results indicate that in the short run, e-shopping is unlikely to have a significant effect on purchases at city centre stores. In the long run, however, e-shopping may well substitute for going to actual stores. Furthermore, consumers today frequently consult the Internet before making a purchase from a store, and the city centre constitutes a source of information before an online purchase is made. The impact of these events, however, differ largely among the various retail categories and types of Internet shoppers. |
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