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

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