Determinanten des Online-Einkaufs – eine empirische Studie in sechs nordrhein-westfälischen Stadtregionen

Abstract

Retail trade is no longer occurring in urban centres or suburban malls on the edge of cities, exclusively. It increasingly takes place online. The aim of this study is to examine the determining factors for in-store and online shopping respectively. The results are based on a survey of approximately 2,900 people in the six North Rhine-Westphalian city regions of Aachen, Bochum, Bonn, Dortmund, Münster and Cologne. Depending on the distance to each particular urban centre, 26 neighbourhoods were chosen to conduct the questionnaires. In all six city regions it is apparent that instead of spatial factors selected demographic and socio-economic forces determine buyer behaviour. While gender, age and lifestyles are important in terms of online shopping, income is no longer an influencing parameter.

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