南京市居民网络购物行为特征——以书籍和衣服为例

doi:10.18306/dlkxjz.2016.04.008

Abstract

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

Yuqing ZHANG, Feng ZHEN, Yongming ZHANG. Characteristics of e-shopping behavior of Nanjing residents:A case of books and clothes[J].PROGRESS IN GEOGRAPHY, 2016, 35(4): 476-486.

Figures/Tables 13

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References 32

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	样本属性	样本量	比例/%
性别	男	404	42.1
性别	女	555	57.9
年龄	18~24岁	173	18.7
	25~34岁	473	51.2
	35~44岁	199	21.6
	45岁以上	78	8.5
学历	小学及以下	5	0.5
	初中	43	4.5
	高中/中专	104	10.8
	大专	226	23.5
	本科	448	46.6
	研究生及以上	135	14.1
就业状态	全职工作	823	86.7
	全日制在校学生	108	11.4
	在职学生	18	1.9
家庭平均月收入	<1000元	4	0.4
	1000~1999元	27	2.8
	2000~2999元	75	7.9
	3000~4999元	204	21.5
	5000~6999元	206	21.8
	7000~9999元	168	17.7
	10000~14999元	135	14.2
	15000~19999元	68	7.2
	>20000元	62	6.5
居住地	市区	534	55.5
居住地	郊区	429	44.5

购买频率	商品类型
	衣服		书籍
	网络购买/%	实体店购买/%	网络购买/%	实体店购买/%
很少	26.1	29.0	55.5	70.8
两个月一次	19.1	25.6	22.0	14.9
一个月一次或两次	33.8	23.7	18.7	10.7
一个月三次或更多	21.0	21.7	3.8	3.6
总计	100.0	100.0	100.0	100.0

购物出行最常采用的交通方式	商品类型
购物出行最常采用的交通方式	衣服/%	书籍/%
步行	14.0	14.6
电动自行车或助力车	13.0	13.7
公交（包括巴士、地铁、轻轨等）	49.7	52.8
自行车	1.3	1.9
出租车	3.1	2.6
私家汽车或摩托车	18.9	14.4
合计	100.0	100.0

购物出行的距离/min	商品类型
购物出行的距离/min	衣服/%	书籍/%
<5	3.4	5.5
6~10	18.1	15.4
11~20	27.2	23.0
21~30	27.4	25.1
31~40	13.9	16.5
41~50	5.0	5.5
51~60	2.7	3.3
>60	2.3	5.7
合计	100.0	100.0

购物态度	求新	购物享受	成本节约	冲动消费	时间节约
我喜欢购买新颖的产品	0.725
买东西时我喜欢追随潮流	0.654
向别人展示我与众不同很重要	0.625
我喜欢了解新颖的产品	0.599
购物通常是一件很无聊的事		-0.786
购物是有趣的	0.421	0.583
我在买东西时通常很匆忙		-0.540
购物可以帮助我放松		0.470
我在购买之前通常会比较价格			0.760
购买新颖的产品时,我通常很谨慎			0.707
买东西时获得最低的价格很重要			0.575
我买东西时通常不在意商品的价格		-0.439	-0.394
我买东西的时候通常是没有计划的				0.804
我经常会买购物计划外的东西				0.668
我通常会有并坚持我的购物计划	0.669			-0.492
我有足够的时间去购物					-0.834
我常常太忙而没有时间去购物					0.731

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

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变量		One-way ANOWA
		书籍		衣服
		F值	P值	F值	P值
社会经济属性	年龄	4.862	0.002^*	3.375	0.018^*
	学历	12.072	0.000^*	4.582	0.003^*
	家庭平均月收入	10.836	0.000^*	5.738	0.001^*
空间特征	购物可达性	0.260	0.855	4.342	0.005^*
网络使用及购物习惯	使用互联网时间	7.113	0.000^*	10.313	0.000^*
	上网频率	1.733	0.159	10.606	0.000^*
	网络搜索使用频率	13.434	0.000^*	30.280	0.000^*
购物态度	冲动消费心理	3.690	0.012^*	9.293	0.000^*
	购物享受心理	1.763	0.153	7.638	0.000^*
	时间节约心理	0.375	0.771	1.497	0.214
	成本节约心理	6.112	0.000^*	1.153	0.327
	求新心理	2.183	0.088	6.379	0.000^*

变量		书籍网上购物频率
变量		很少	两个月一次	一个月一次或两次	一个月三次或更多
社会经济属性	年龄	-0.2503[一个月一次或两次]	-0.2452[一个月一次或两次]	0.2503[很少] 0.2452[两个月一次]
	学历	-0.4077[两个月一次] -0.3944[一个月一次或两次]	0.4077[很少]	0.3944[很少]
	家庭平均月收入	-0.7310[一个月一次或两次] -1.0545[一个月三次或更多]		0.7310[很少]	1.0545 [很少]
网络使用及购物习惯	使用互联网时间	-0.2764[两个月一次] -0.2517[一个月一次或两次]	0.2764[很少]	0.2517[很少]
网络使用及购物习惯	网络搜索使用频率	-0.5213[两个月一次] -0.6155[一个月一次或两次] -0.6527[一个月三次或更多]	0.5213[很少]	0.6155[很少]	0.6527 [很少]
购物态度	冲动消费心理	0.2488[两个月一次]	-0.2488[很少] -0.2694[一个月一次或两次]	0.2694[两个月一次]
购物态度	成本节约心理	0.2509[一个月一次或两次]	0.4320[一个月一次或两次]	-0.2509[很少] -0.4320[两个月一次]

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变量		衣服网上购物频率
变量		很少	两个月一次	一个月一次或两次	一个月三次或更多
社会经济属性	年龄	0.2468[两个月一次]	-0.2468[很少]
	学历	-0.2986[一个月一次或两次] -0.2824[一个月三次或更多]		0.2986[很少]	0.2824[很少]
	家庭平均月收入	-0.3951[一个月一次或两次] -0.6749[一个月三次或更多]		0.3951[很少]	0.6749[很少]
空间特征	购物可达性		0.3813[一个月一次或两次]	-0.3813[两个月一次]
网络使用及购物习惯	使用互联网时间	-0.2750[两个月一次] -0.2400[一个月一次或两次] -0.4608[一个月三次或更多]	0.2750[很少]	0.2400[很少] -0.2208[一个月三次或更多]	0.4608[很少] 0.2208[一个月一次或两次]
	上网频率	-0.3052[一个月一次或两次] -0.5145[一个月三次或更多]	-0.2714[一个月三次或更多]	0.3052[很少]	0.5145[很少] 0.2714[两个月一次]
	网络搜索使用频率	-0.6197[两个月一次] -0.6936[一个月一次或两次] -1.2096[一个月三次或更多]	0.6197[很少] -0.5899[一个月三次或更多]	0.6936[很少] -0.5160[一个月三次或更多]	1.2096[很少] 0.5899[两个月一次] 0.5160[一个月一次或两次]
购物态度	冲动消费心理	-0.4439[一个月三次或更多]	-0.4421[一个月三次或更多]	-0.2858[一个月三次或更多]	0.4439[很少] 0.4421[两个月一次] 0.2858[一个月一次或两次]
	购物享受心理	-0.4316[一个月三次或更多]	0.3473[一个月三次或更多]	-0.2519[一个月三次或更多]	0.4316[很少] 0.3473[两个月一次] 0.2519[一个月一次或两次]
	求新心理	-0.2524[一个月一次或两次] -0.3979[一个月三次或更多]		0.2524[很少]	0.3979[很少]