Developing economies are still in the stage of e-commerce deployment, unlike in developed countries, where online shopping is already a common purchase channel. This research aims to assess the purchasing behaviors of end-consumers in regard to two alternative shopping channels: in-store and online, within a developing economy. A revealed-preference survey was conducted to collect the in-store and online purchase activity of households in Ukraine. The data collected presents the purchase channel choices of end-consumers for eleven commodities in two categories: experience goods and search goods. A descriptive analysis of in-store and online shopping was made, with an evaluation of average purchase cost and time expenditures for shopping, travel, and delivery processes. A pooled binomial logit model was then developed to assess the purchase channel choice based on a Random Utility Maximization Theory. The estimated values of a marginal probability effect are presented, and the significance levels of attributes influencing purchase channel choice are evaluated. The marginal probability effect is found to be greater for shopping cost than for time attributes for most of the studied commodity channel choices. The sensitivity assessment for purchase cost, delivery and travel time revealed that first-priority goods such as medicine, food, clothing and shoes depended more on the attributes’ values variation than other commodities considered in the study. The comparison of this research’s results with other studies has shown a higher importance of shopping cost than time attributes for channel choice decisions in the case of the developing economy.

与发达国家不同，发展中经济体仍处于电子商务部署阶段，在发达国家，在线购物已经是一种常见的购买渠道。这项研究旨在评估在发展中经济体中，最终消费者在两种可供选择的购物渠道上的购买行为：商店和在线。进行了显性偏好调查，以收集乌克兰家庭的店内和在线购买活动。收集到的数据显示了终端消费者针对11种商品的购买渠道选择，分为两类：体验商品和搜索商品。对店内和在线购物进行了描述性分析，并对购物，旅行和交付过程的平均购买成本和时间支出进行了评估。然后，根据随机效用最大化理论，开发了一个汇总的二项式logit模型来评估购买渠道的选择。给出了边际概率效应的估计值，并评估了影响购买渠道选择的属性的显着性水平。对于大多数研究的商品渠道选择而言，发现购物成本的边际概率效应大于时间属性。对购买成本，交货时间和旅行时间的敏感性评估表明，与研究中考虑的其他商品相比，诸如药品，食品，衣物和鞋子等优先产品更依赖于属性值的变化。