Mobile devices have become increasingly prevalent in the context of consumers' offline search and shopping behavior by acting as personal decision support tools. This paper investigates the relationship between consumers' real-time location and their search behavior when shopping offline. We develop two location-specific measures based on mobile device usage to analyze the association between a consumer's real-time location and their search behavior: Present store distance and present store density. We apply these measures to a unique dataset from a leading mobile product information app that includes >13 million search sessions from 2.5 million consumers searching for 1.8 million different products. Our findings show that store distance and store density significantly influence consumers' mobile search behavior: detailed searches for product-specific attributes (search depth) increase as store distance decreases and store density increases, while the number of jointly searched products within the same category (search breadth) increases as store distance and density increase. We also find that durable products weaken the main effects of store distance and density on search depth but strengthen it for search breadth. These results provide insights for offline retailers to better understand location-specific consumer demands and improve their mobile in-app targeting and product assortment decisions.

移动设备作为个人决策支持工具，在消费者离线搜索和购物行为中变得越来越普遍。本文研究了消费者的实时位置与其行为之间的关系。线下购物时的搜索行为。我们根据移动设备的使用情况开发了两种特定于位置的衡量标准，以分析消费者的实时位置与其搜索行为之间的关联：当前商店距离和当前商店密度。我们将这些措施应用于领先的移动产品信息应用程序的独特数据集，其中包括来自 250 万消费者搜索 180 万种不同产品的超过 1300 万个搜索会话。我们的研究结果表明，商店距离和商店密度显着影响消费者的移动搜索行为：随着商店距离的减小和商店密度的增加，对产品特定属性（搜索深度）的详细搜索增加，而同一类别内联合搜索的产品数量（搜索广度）随着商店距离和密度的增加而增加。我们还发现，耐用品削弱了商店距离和密度对搜索深度的主要影响，但增强了搜索广度的主要影响。这些结果为线下零售商提供了见解，以更好地了解特定位置的消费者需求并改进其移动应用内定位和产品分类决策。