Online and in-store shopping interactions for non-essential experience goods

The online and in-store shopping landscape underwent transformative shifts due to the Covid-19 pandemic, potentially leading to novel hybrid shopping behaviors following the availability of Covid-19 vaccines. However, these new dynamics, especially for non-essential experience goods which were heavily impacted by lockdowns, remain relatively unexplored. Moreover, variations in such dynamics within the same product class are not well understood. This study investigates the interactions between online and in-store shopping behaviors across four categories of non-essential experience goods: clothing, shoes, watches, and jewelry (CSWJ); beauty and health products (BH); toys, kids, and baby supplies (TKB); and home, garden, and tools (HGT). Data from over 2,000 Florida residents collected in early 2021, encompassing purchase frequencies, attitudes, and socio-demographic attributes, were analyzed using separate bidirectional structural equation models. Findings indicate that the relationship between online and in-store shopping for CSWJ and TKB exhibited reciprocal complementarity effects. In contrast, BH and HGT displayed an asymmetric reciprocal relationship, with in-store shopping showing no significant influence on online shopping. Results on the mediating influence of attitudes on shopping behaviors showed that a pro-online shopping attitude and preference for alternative travel modes positively influenced online shopping frequency, while the joy of shopping and data privacy/security concerns emerged as drivers of in-store shopping across all product categories. In sum, this study underscores the presence of product-specific heterogeneity even within the experience goods class, contributing to the complex interactions between online and in-store shopping behaviors.