Why do consumers choose offline shopping in the digital age?

Abstract

Under the macro background of the rapid development of digital economy, with the development of retail industry, the consumption mode, consumption motivation and consumer social demand of consumers choosing offline shopping have undergone great changes, which provides a reference for the transformation of physical retailers. Using the 2015 data set of China General Social Survey (CGSS), this study attempts to determine the relationship between offline shopping and consumer happiness from two aspects: social demand and personal digital consumption technology level. The study found that combining the social needs of consumers, the level of personal digital consumption technology, different regions, different income levels and other factors to provide consumers with differentiated services, offline shopping can indeed improve the well-being of consumers.