Consumer mobility as a result of e-commerce

A structural equation modelling approach to estimate consumer mobility from shopping attitude and orientation preferences

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The effects of e-commerce on consumer mobility are studied by means of a structural equation modelling analysis. Shopping value and orientation preferences directly affect shopping frequency in the online and offline environment, besides an indirect effect from shopping value via orientation preference to shopping frequency is found significant. The results are different for various product categories. Although the model was not found significant for explaining shopping trip frequency or kilometrage, the results for shopping frequency are a good starting point for evaluating the impact of e-commerce on consumer mobility. The main conclusion is that e-commerce may substitute for the functional part of shopping, however the activity of shopping as a form of leisure is highly valued by many consumers. For local authorities this appreciation of shopping should be respected when developing city centres.