Behavioural differences and purchasing experiences through online commerce or offline within mall-based retail structures

Alexandra Zamfirache (), Nicoleta Andreea Neacșu, Anca Madar, Simona Bălășescu, Marius Bălășescu and Ioana-Mădălina Purcaru
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Alexandra Zamfirache: Transilvania University of Brașov
Nicoleta Andreea Neacșu: Transilvania University of Brașov
Anca Madar: Transilvania University of Brașov
Simona Bălășescu: Transilvania University of Brașov
Marius Bălășescu: Transilvania University of Brașov
Ioana-Mădălina Purcaru: Transilvania University of Brașov

Electronic Commerce Research, 2025, vol. 25, issue 5, No 26, 4159-4191

Abstract: Abstract Due to the economic changes in recent decades, the purchasing behaviour of consumers has significantly shifted. Buyers are no longer just seeking a place to shop but also experiences to live through. This study aims to conduct an in-depth analysis of the differences in behaviour and shopping experiences in online versus offline environments, specifically within malls. To achieve this, a quantitative marketing research was conducted, collecting data from a sample of 1030 respondents. The study results indicate that respondents perceive both online and offline commerce to evolve concurrently. These commerce modes will be strongly influenced by various factors, including technological advancements, which are considered to impact both forms of commerce. Among the study’s conclusions, there is the confirmation of behavioural differences between online and mall shopping. The outcomes can be beneficial for improving the activities of retailers by offering new shopping experiences and developing new communication methods with customers.

Keywords: Buying behaviours; Online commerce; Retail commerce; Shopping Experiences; Mall (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10660-024-09879-6

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