Outshopping and the Viability of Rural Communities as Service/Trade Centers

Abstract

Using objective indicators to measure service/trade center viability, two communities showing significant variation were examined to see if outshopping was associated with these differences. Respondents listed how often they purchased 29 goods and services in the community as compared to shopping elsewhere. Using t-tests and ANOVA, results show that the majority of respondents in both communities shopped for the combined 29 items outside the community, with the more viable community experiencing significantly more outshopping. Though there were unique differences between the communities on specific items, there was no significant difference between the two communities on the 29 items as a whole. Regression analysis showed proximity to a metropolitan area had a positive effect on outshopping even after controlling for personal characteristics of outshoppers and the possibility that hinterland respondents outshopped more than town residents. Higher incomes, employment, non-local employment, males, and a general satisfaction with life were also associated with outshopping.