Behavioural differences and purchasing experiences through online commerce or offline within mall-based retail structures
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Electronic Commerce Research
Abstract
Due to the economic changes in recent decades, the purchasing behaviour of consumers has significantly shifted. Buyers are no longer just seeking a place to shop but also experiences to live through. This study aims to conduct an in-depth analysis of the differences in behaviour and shopping experiences in online versus offline environments, specifically within malls. To achieve this, a quantitative marketing research was conducted, collecting data from a sample of 1030 respondents. The study results indicate that respondents perceive both online and offline commerce to evolve concurrently. These commerce modes will be strongly influenced by various factors, including technological advancements, which are considered to impact
both forms of commerce. Among the study’s conclusions, there is the confirmation of behavioural differences between online and mall shopping. The outcomes can be
beneficial for improving the activities of retailers by offering new shopping experiences and developing new communication methods with customers.
Article available at the address: https://rdcu.be/eFELD
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This article was originally published in Electronic Commerce Research and is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows use, sharing, distribution, and reproduction in any medium or format, as long as appropriate credit is given to the original authors and the source, a link to the license is provided, and any changes are indicated.
The article is available at: https://link.springer.com/article/10.1007/s10660-024-09879-6
To view a copy of this license, visit: http://creativecommons.org/licenses/by/4.0/
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Zamfirache, A., Neacșu, N.A., Madar, A. et al. Behavioural differences and purchasing experiences through online commerce or offline within mall-based retail structures. Electron Commer Res (2024). https://doi.org/10.1007/s10660-024-09879-6