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Online buying (e-commerce) has significant ramifications for consumer behaviour as a result of the remarkable development of ICT (Internet Communication and Technology). Eshopping has grown in popularity in recent decades due to its benefits and attractions. Because of its capacity to redirect customers from physical stores to online stores, ecommerce has the potential to reduce traffic congestion. This study analysed the influence of personal characteristics, socio-economic characteristics, product characteristics and travel characteristics on the utility of shopping trips. It interprets that trip length, trip cost, cost savings, time savings, income, type of product purchased and kind of shopper have significant effects on the utility for shopping. The main contribution of this paper is to extend the analysis of VTTS for those who purchased products through two methods of shopping (conventional method of shopping and e-shopping). Both time and cost savings are major influence variables that are rarely taken into account while evaluating VTTS.