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The geography of e-shopping in China: On the role of physical and virtual accessibility

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  • Shao, Rui
  • Derudder, Ben
  • Witlox, Frank

Abstract

Although e-shopping is increasingly adopted, it remains unclear (1) how e-shopping varies geographically, and (2) how this relates to physical and virtual accessibility. This paper presents a combined study of both issues focusing on the case of China, arguably one of the emerging e-shopping hotspots. Drawing on Alibaba's Online Shopping Index, we use a general spatial model (SAC) to explore the role of virtual and physical accessibility in the spatial distribution of e-shopping across 276 prefecture-level cities in China. The results suggest that both physical accessibility (proxy-ed by the relative number of shopping malls and the relative number of buses) and virtual accessibility (proxy-ed by the percentage of broadband subscribers and the relative number of delivery points) increase e-shopping, with both effects complementing each other. We discuss how findings contribute to our understanding of the geography of e-shopping, and outline implications for policymakers and e-retailers alike.

Suggested Citation

  • Shao, Rui & Derudder, Ben & Witlox, Frank, 2022. "The geography of e-shopping in China: On the role of physical and virtual accessibility," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003192
    DOI: 10.1016/j.jretconser.2021.102753
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    3. Bart Geurden & Jeroen Cant & Joris Beckers, 2022. "Food Accessibility in the Suburbs of the Metropolitan City of Antwerp (Belgium): A Factor of Concern in Local Public Health and Active and Healthy Aging," IJERPH, MDPI, vol. 19(23), pages 1-13, November.
    4. Gulfraz, Muhammad Bilal & Sufyan, Muhammad & Mustak, Mekhail & Salminen, Joni & Srivastava, Deepak Kumar, 2022. "Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Beckers, Joris & Cardenas, Ivan & Sanchez-Diaz, Ivan, 2022. "Managing household freight: The impact of online shopping on residential freight trips," Transport Policy, Elsevier, vol. 125(C), pages 299-311.

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