ScholarWorks@중앙대학교

초록

This study presents a university education case examining changes in consumer shopping behavior following the rapid growth of online shopping. An educational assignment was designed for an undergraduate transportation and logistics economics course, requiring students to collect and analyze their online and offline shopping data, comparing associated costs and shopping channel decision factors. The study involved 55 students, analyzing 588 online shopping records and 588 hypothetical offline shopping records. Results indicate that online shopping generally requires less time and has lower direct costs for consumers, but significant costs are transferred to sellers. The delivery distance for online shopping is also much longer than the travel distance for offline shopping. Students identified key factors influencing their shopping channel choices, such as price, product variety, and convenience for online shopping, and product experience, immediacy, and customer service for offline shopping. This study highlights the need for systematic education and research on the impact of online shopping on consumer travel behavior and transportation patterns. It contributes to understanding evolving consumer behavior and the transportation landscape in the e-commerce era, while providing valuable insights for future logistics professionals.

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