Hybrid Shopping as Social Practice: Exploring How Consumers Integrate Online and Offline Channels into Their Shopping Routines
(2025) SMMM40 20251Department of Service Studies
- Abstract
- Hybrid shopping represents a contemporary retail approach characterized by the integration of online and offline channels, facilitating multifaceted consumer journeys encompassing product discovery, research, and purchase. This model synergizes the convenience of e-commerce with the tangible, experiential qualities of traditional retail environments, thereby catering to modern consumer preferences for flexibility, personalization, and efficiency. The convergence of these channels suggests that hybrid shopping extends beyond mere transactional behavior, becoming an integral part of consumers' everyday habits. This research addresses an existing gap in academic literature by investigating hybrid shopping not merely as a set of functional... (More)
- Hybrid shopping represents a contemporary retail approach characterized by the integration of online and offline channels, facilitating multifaceted consumer journeys encompassing product discovery, research, and purchase. This model synergizes the convenience of e-commerce with the tangible, experiential qualities of traditional retail environments, thereby catering to modern consumer preferences for flexibility, personalization, and efficiency. The convergence of these channels suggests that hybrid shopping extends beyond mere transactional behavior, becoming an integral part of consumers' everyday habits. This research addresses an existing gap in academic literature by investigating hybrid shopping not merely as a set of functional activities or behavioral patterns, but as a social practice deeply intertwined with the daily routines of consumers. The study aims to reveal how individuals combine digital platforms with physical retail spaces within their day-to-day activities. Theoretically, this research is informed by a synthesized framework drawing primarily from Social Practice Theory and Actor-Network Theory (ANT). Methodologically, this study employed a qualitative approach, utilizing semi-structured interviews and netnographic analysis conducted within the Swedish context. This generated rich empirical data reflecting consumers' lived experiences and patterns of online and offline engagement. The principal contribution of this research is the development of a more holistic understanding of hybrid shopping as a complex, socially situated phenomenon. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9209171
- author
- Vidana Pathiranage, Thakshila Dinushi Prabhashwari LU and Choudhury, Fazlul Musawwir
- supervisor
- organization
- alternative title
- Hybrid Shopping as Social Practice
- course
- SMMM40 20251
- year
- 2025
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Hybrid Shopping, Social Practice, Practice Theory, Actor-Network Theory, Routines, Qualitative Research, Netnography, Omnichannel, Sweden.
- language
- English
- id
- 9209171
- date added to LUP
- 2025-08-04 11:22:37
- date last changed
- 2025-08-04 11:22:37
@misc{9209171,
abstract = {{Hybrid shopping represents a contemporary retail approach characterized by the integration of online and offline channels, facilitating multifaceted consumer journeys encompassing product discovery, research, and purchase. This model synergizes the convenience of e-commerce with the tangible, experiential qualities of traditional retail environments, thereby catering to modern consumer preferences for flexibility, personalization, and efficiency. The convergence of these channels suggests that hybrid shopping extends beyond mere transactional behavior, becoming an integral part of consumers' everyday habits. This research addresses an existing gap in academic literature by investigating hybrid shopping not merely as a set of functional activities or behavioral patterns, but as a social practice deeply intertwined with the daily routines of consumers. The study aims to reveal how individuals combine digital platforms with physical retail spaces within their day-to-day activities. Theoretically, this research is informed by a synthesized framework drawing primarily from Social Practice Theory and Actor-Network Theory (ANT). Methodologically, this study employed a qualitative approach, utilizing semi-structured interviews and netnographic analysis conducted within the Swedish context. This generated rich empirical data reflecting consumers' lived experiences and patterns of online and offline engagement. The principal contribution of this research is the development of a more holistic understanding of hybrid shopping as a complex, socially situated phenomenon.}},
author = {{Vidana Pathiranage, Thakshila Dinushi Prabhashwari and Choudhury, Fazlul Musawwir}},
language = {{eng}},
note = {{Student Paper}},
title = {{Hybrid Shopping as Social Practice: Exploring How Consumers Integrate Online and Offline Channels into Their Shopping Routines}},
year = {{2025}},
}