Abstract
This paper provides more insights into the relationships between online searching, e-shopping and shopping trip in Indonesia. It becomes attractive since nearly a fifth of total population use internet for searching product information and online shopping. An online survey was used to collect the data. Out of 312 respondents participating, only 281 respondents were selected residing in thirteen provinces in Indonesia. A Structural equation modeling was used to understand the complex variable relationships. The result shows that online shopping can replace the shopping travel demand. However, in-store shopping has no effect on the demand of online shopping. Meanwhile, online searching is not only increasing the frequency of e-shopping, but also generating a more often shopping trips. This study also found that both e-shopping and in-store shopping are influenced by exogenous factors such as shoppers' demographic features, household socio-economy, shopping characteristic and shopping attitude.
