地理科学进展 ›› 2016, Vol. 35 ›› Issue (4): 476-486.doi: 10.18306/dlkxjz.2016.04.008

• 研究论文 • 上一篇    下一篇

南京市居民网络购物行为特征——以书籍和衣服为例

章雨晴1(), 甄峰2,**(), 张永明2   

  1. 1. 南京大学地理与海洋科学学院,南京 210023
    2. 南京大学建筑与城市规划学院,南京 210093
  • 出版日期:2016-04-27 发布日期:2016-04-27
  • 通讯作者: 甄峰 E-mail:zhangyuqing_xy@163.com;zhenfeng@nju.edu.cn
  • 作者简介:

    作者简介:章雨晴(1992-),女,安徽池州人,硕士研究生,主要从事区域经济发展研究,E-mail: zhangyuqing_xy@163.com

  • 基金资助:
    国家自然科学基金项目(41571146)

Characteristics of e-shopping behavior of Nanjing residents:A case of books and clothes

Yuqing ZHANG1(), Feng ZHEN2,*(), Yongming ZHANG2   

  1. 1. School of Geographic and Oceanographic Sciences, Nanjing University, Nanjing 210023, China
    2. School of Architecture and Urban Planning, Nanjing University, Nanjing 210093, China
  • Online:2016-04-27 Published:2016-04-27
  • Contact: Feng ZHEN E-mail:zhangyuqing_xy@163.com;zhenfeng@nju.edu.cn
  • Supported by:
    National Natural Science Foundation of China, No.41571146

摘要:

随着信息通讯技术(ICT)的飞速发展,网络购物日益成为当今社会经济生活的重要组成部分,深刻影响了居民的购物消费行为和传统零售业的发展。不同国家、不同人群、不同商品类型的居民购物行为具有一定差异。本文在问卷调查的基础上,分析南京市居民网络购物行为特征,并区分不同商品类型的居民网购行为特征差异,对理解网络购物和实体购物相互作用关系及网购对于交通出行和城市零售业空间的影响具有重要意义。结果表明:居民网络购物行为是一个复杂的过程,不同类型商品、不同频率网购人群在社会经济属性、空间特征、网络使用及购物习惯、购物态度上有明显差异,其中不同频率网购衣服的人群在特征上的差异更为显著,体验型商品对网络购物这一新型购物方式的响应更为强烈。

关键词: 信息通讯技术(ICT), 网络购物, 商品类型, 方差分析, 南京市

Abstract:

With the rapid development of information and communication technology (ICT), e-shopping has increasingly become a significant part of today’s social and economic life, deeply influencing residents’ shopping behavior and the development of traditional retail trade. Residents’ shopping behavior differs in different countries, among different groups of people, and with different types of goods. This article analyzes the characteristics of e-shopping behavior of Nanjing residents and compares residents’ e-shopping behavior by distinguishing product types based on a sample survey. The survey was conducted in Nanjing City from April to June 2015 by a research group at Nanjing University, which resulted in 963 valid samples that were later applied for analysis of variance. The study result has important implications for understanding the interactions between e-shopping and in-store shopping, as well as the influence of online shopping on transportation and urban retail space. By comparing two types of products—books and clothes, the article summarizes the general characteristics of Nanjing residents’ e-shopping behavior based on shopping frequency, distance of shopping trips, and shopping attitudes. The result of one-way ANOVA shows that residents’ e-shopping behavior is a complicated process. Considering the two types of products, residents with different e-shopping frequencies clearly differ in socioeconomic attributes, spatial locations, Internet use and shopping habits, and shopping attitudes. Residents with different frequencies of shopping clothes online have significantly more dissimilarities, which means experience goods response more strongly to the new shopping mode. Specifically, people with a high frequency of shopping books online are often older (with an average age of about 33), have higher level of education and household monthly income, are more likely to use online search to get product information and less sensitive to prices. People with a high frequency of shopping clothes online are often younger (with an average age of about 30.4), have higher level of education and household monthly income, and low shopping accessibility in place of residence with an average trip distance of 20 minutes, more likely have rich experiences in using the Internet and conduct unexpected consumption, value the recreational function of shopping, and pursue fashion. The results of this study may provide some references and basic data for dissecting the relationships between online shopping and in-store shopping from a geographic perspective and examining trends of retail sales in the city.

Key words: Information & Communication Technology(ICT), e-shopping, types of goods, one-way ANOVA, Nanjing City