Information Searching and Buying on the Internet: Travel-Related Activities?

Abstract

The use of the Internet for information searching and purchasing of goods and services has rapidly increased. The development of e-shopping might have an impact on travel activity, but for the present the results from different studies are still inconclusive. In this paper the interaction between information searching, e-shopping, and travel activity is examined. The analysis is based on answers from 2700 Norwegian respondents. The dataset provides detailed information about the respondents' activities and trips, and which type of goods and services they search for information about and purchase. The analysis indicates that there are different segments using the Internet for information and purchase, and that different types of goods attract different customers. The analyses of the interaction between e-shopping and travel suggest no direct relation between the two phenomena. There is no indication of substitution of travel by shopping online. The multivariate analyses show, rather, a higher mobility among frequent e-shoppers than among those buying on the Internet less often. E-shopping seems to be a complementary activity to traditional shopping, at least for the time being.