Abstract
Searching product information and purchasing goods online cause significant changes in the behavior and characteristics of traveling. Online shopping is expected to reduce shopping trips. The aim of this study is to explore the relationship between online shopping and its effect on the frequency of shopping trips. This study used Structural Equation Modeling (SEM). Data were obtained from questionnaires distributed online. The variables used were 5 exogenous, 3 endogenous latent variables, and 15 observed variables. The results showed that the frequency of searching for information on the internet has a positive influence on a shopping trip and frequency of online shopping. In the meantime, the online shopping frequencies have negative influences on shopping trips. In addition, online shopping is additional and substitution of shopping trips. To optimize the benefits of online shopping, in reducing the frequency of shopping trips to the store, four scenarios were made. The most effective scenario is to improve the quality of the internet network at home, which affects in the reduction of the shopping trip frequency by 53 % from the present level.
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