The influence of the built environment on online purchases of intangible services : examining the mediating role of online purchase attitudes

Via the internet, people can easily access high quantities of (information on) intangible services (e.g., dining out services, movie theater visits), often at low(er) prices. Therefore, purchasing these services online likely stimulates consumers to make extra trips for on-site consumption, thus posing a possible challenge for transportation systems. Meanwhile, attitudes toward online purchases may vary by the built environment. People in non-urban areas (compared to those in urban areas) may benefit more from online purchases due to lower accessibility to physical purchase opportunities. Therefore, they may have more positive attitudes toward online purchases and thus purchase more online. In this study, we analyze the effects of the built environment on online purchases considering the potential mediating effects of attitudes - in order to clarify whether implementing built environment interventions is effective to cope with this transportation challenge. Using data acquired from 717 interviews in Beijing, China in 2015, a Structural Equation Modeling analysis indicates that higher employment density, lower accessibility to metro stations, and lower street density have direct and positive effects on online buying of intangible services. Additionally, higher accessibility to shopping centers has an indirect and adverse effect on online buying behavior through attitudes toward online buying. Therefore, implementing built environment interventions might be valid to moderate travel demands resulting from online purchases of intangible services