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Research Methods

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Online buying could be dominant in certain specific future markets like digital assets. In essence, online shopping could be a substitute for traditional shops. For the purposes of this research, the use of the term online shopping refers to online retailers as well as online searching or rather product information search, unless stated otherwise.Many studies have been conducted in the technology field with respect to e-shopping yet little empirical studies exist that relate to e-shopping and the number of shoppers entering traditional shops on a given business day and or the sales made by traditional retail shops. In the context of e-shopping, Mokhtarian (2004) reveals that substitution refers to the replacement of the physical trip to traditional shopping stores with online transactions. Furthermore, the concept of complementarity emerges with respect to information search where e-shopping results in the emergence of new demands for trips to traditional stores. Another research conducted by Anderson, Chatterjee and Lakshmanan (2003) revealed that online shopping does not change the number of people visiting a store, instead it alters the trips’ characteristics, for instance chaining and timing. According to a study by Sim and Koi (2002) involving a sample of 175 online shoppers from Singapore, 12 percent reduced their trips to traditional stores. Another duo of researchers found that some users of the internet in the Knoxville metropolitan region of the United States had reduced their travel trips to traditional stores. A study by Weltevreden and Van Rietbergen (2007) in the Netherlands found that 20 percent of the respondents had reduced trips to city centre stores. Cao and Mokhtarian (2005) carried out a study involving a sample size of 538 UK users of the internet. The report revealed that 80 percent of the respondents had at least once opted for online shopping rather than travel to a traditional shop.Another study by Farag, Krizek and Dijst (2006) applying a multivariate model using a sample size of 634 in the Netherlands set out to investigate the impacts of the frequency of online shopping on the frequency of trips made to traditional retail shops for purchases while controlling for spatial attributes, internet experience, socio-demographics and attitudes. The study found that frequent online shoppers had a higher likelihood of making shopping trips to traditional shops. As a result,
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preview essay on Research Methods
  • Pages: 10 (2500 words)
  • Document Type: Essay
  • Subject: Business
  • Level: Undergraduate
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