A comprehensive analysis of preferences for online and offline shopping: differences across products, consumers and shopping stages

Enjoy Shop 
quick 
Large 
select 
Best 
price 
See-
touch 
Personal 
service 
Speedy 
delivery 
No hassle 
exchange 
Brand 
name 
Airline 
tickets 
2.28 
(1.16) 
3.57 
(1.15) 
4.16 
(0.84) 
4.76 
(0.61) 
2.14 
(1.25) 
3.45 
(1.16) 
4.06 
(0.96) 
4.29 
(0.96) 
3.98 
(0.94) 
Books 
2.81 
(1.19) 
3.17 
(1.28) 
4.12 
(1.07) 
4.33 
(0.92) 
3.28 
(1.33) 
3.35 
(1.07) 
3.92 
(1.01) 
4.27 
(0.93) 
2.73 
(1.30) 
Electronic 
3.55 
(1.12) 
2.77 
(1.18) 
4.47 
(0.74) 
4.65 
(0.75) 
4.11 
(1.05) 
4.14 
(0.91) 
4.08 
(0.94) 
4.53 
(0.76) 
4.43 
(0.90) 
Clothing 
3.80 
(1.24) 
3.02 
(1.30) 
4.43 
(0.82) 
4.29 
(0.93) 
4.60 
(0.78) 
3.80 
(1.05) 
3.73 
(1.14) 
4.49 
(0.80) 
4.07 
(1.03) 
Computer 
2.84 
(1.20) 
3.07 
(1.24) 
4.10 
(0.92) 
4.62 
(0.74) 
3.40 
(1.31) 
4.09 
(0.99) 
4.03 
(0.96) 
4.43 
(0.79) 
4.38 
(0.85) 
Ratings of Attributes as Better Delivered Online or Offline 
Table 2 gives the mean rating of each attribute for each product on a scale from 1 (shopping offline is much 
better) to 7 (shopping online is much better). Consistent with H2, for both samples Bonferroni tests revealed that 
attributes related to the search process such as “shop quickly,” “large selection” and “best price” are rated as better 
when shopping online while attributes related to the experience and delivery processes such as “see-touch-and-
handle-the-product,” “speedy delivery,” and “no hassle exchange” are rated as better when shopping offline (
p
< .01 
in each case). In both samples, participants rated “enjoying the shopping experience” as better achieved offline than 
online, for all products except airline tickets. Furthermore, participants were largely indifferent in perceiving that 
achieving a trusted brand name would be better online or offline. 
Table 2. Mean Attribute Ratings 
(a) Nationwide Sample