"Every e-commerce player has its own business model and targets a specific group of consumers," Huang said.

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One issue is how credible information gained through social media is for people making their own online shopping decisions, Chan Tzeh-chyi, managing director of Analytics Lead at Accenture Asia Pacific, said.

TV advertising holds sway for more than 60 percent of people buying personal care products, food and beverages, the survey showed. It compares with a 20 percent endorsement for social networks.

"This result is quite unexpected," Chan said.

Digital media is gaining importance among young urban consumers.

For 18-to 25-year-olds buying food and beverages, TV was influential for 61 percent, while 41 percent cited Internet advertising and 40 percent social media.

Concerns over product quality and online scams led 52 percent of urban consumers to visit brick-and-mortar stores first and then buy online.

Seventy-five percent compared online and offline prices for big-ticket item before buying, the survey showed. That may inform how retailers conduct online-to-offline business.

"Bricks-and-mortar and online stores should complement each other in serving customers and operation procedure," said Huang.