Modeling and Analyzing the Effect of Online Shopping on Frequency and Mode of Shopping Trip (Case Study: The City of Isfahan, Iran)

Document Type : Scientific - Research

Authors
Arshia Nejati 1
Hossein Haghshenas 2
Alireza Sahebgherani 3
1 MSc. of Transportation Engineering, Department of Transportation Engineering, Isfahan University of Technology, Isfahan, Iran
2 Associate Professor, Department of Transportation Engineering, Isfahan University of Technology, Isfahan, Iran
3 Assistant Professor, Department of Transportation Engineering, Isfahan University of Technology, Isfahan, Iran
10.22119/jte.2024.393185.2664
Abstract
Shopping is one of the most important purposes of travel demanded by citizens, which is usually done for checking, testing, obtaining information and paying for various goods and services. Nowadays, regarding the trend of online shopping, the travel behavior related to shopping undergoes several changes. Online shopping can substitute in-store shopping and unnecessary trips. This study fulfills the aim of analyzing the effects of online shopping on travel behavior in the context of the frequency and mode of shopping trips in the city of Isfahan, Iran. Factors predicting online and in-store shopping behavior in this research include demographic characteristics, internet experiences, built environment measures and attitudes. A questionnaire was used to collect data. 400 in person and virtual questionnaires were distributed among people living in 15 districts of Isfahan. Measurement of the built environment, including access to transportation stations, land mix uses, population density, commercial use density, and access to shopping centers, were conducted in ArcGIS 10 software. Structural equation modeling and AMOS 24 software were used to analyze the frequency of trips, and binomial logistic regression model was used in SPSS 24 software to analyze the mode of trips. The results of the research showed that people's attitudes affect frequency of online and in-store shopping. In contrast, the built environment and internet experiences only affect the frequency of online shopping. Findings also represented that the relationship between the frequency of online shopping and the frequency of shopping trips (in-store shopping) is direct. In addition, the frequency of online shopping has no significant effect on the private, public, and active modes. This way, online shopping does not change mode and does not reduce the share of car use in shopping trips.

Keywords

Subjects

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Quarterly Journal of Transportation Engineering
Volume 16, Issue 3 - Serial Number 64
Winter 2025
Pages 4559-4585

  • Receive Date 19 April 2023
  • Revise Date 30 May 2023
  • Accept Date 31 May 2023