A Study on Time and Cost Attributes of Network Shopping and Store Shopping

By focusing on time and cost attributes, this study conducted a stated preference experiment on book purchasing. With data collected, it then estimated binomial logit models on choices between store shopping and online shopping.

The estimation results are noteworthy including those as: (1) shopping mode choices between consumers who do and do not have experiences in online shopping are significantly different, with regard to preferences for time attributes in particular; (2) the value of travel time to bookshops is estimated at NT$180 per hour, and this level is quite close to those from transportation planners; (3) the value of delivery time from online bookshops to consumers is estimated at NT$18 per day, which means online bookshops will have to lower a book\'s price by NT$18 if the delivery delays by one day.