Abstract:Understanding consumer preferences has become increasingly important with the growth of e-commerce. This study leverages the 2018 California Panel Study of Emerging Transportation Trends to analyze the factors that influence consumer decisions to purchase different merchandise online. Diffusion of innovations theory and efficient market hypothesis guide the execution of our research. According to our findings, two hypotheses can explain the links between neighborhood characteristics and online shopping frequency for different types of merchandise: 1) Physical books and DVDs, 2) E-books, digital movies, TV shows, 3) Clothing, shoes, 4) Groceries, fresh produce, flowers, and 5) Electronics. People's online purchasing behaviors are significantly influenced by sociodemographic traits. Online shopping is less popular among people who drive more frequently. The research results can provide valuable insights and help assess the impacts of e-shopping behaviors.