PROGRESS IN GEOGRAPHY ›› 2016, Vol. 35 ›› Issue (4): 476-486.doi: 10.18306/dlkxjz.2016.04.008
• Articles • Previous Articles Next Articles
Yuqing ZHANG1(), Feng ZHEN2,*(
), Yongming ZHANG2
Online:
2016-04-27
Published:
2016-04-27
Contact:
Feng ZHEN
E-mail:zhangyuqing_xy@163.com;zhenfeng@nju.edu.cn
Supported by:
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.
Tab.1
Basic social and economic statistics of the respondents
样本属性 | 样本量 | 比例/% | |
---|---|---|---|
性别 | 男 | 404 | 42.1 |
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 |
郊区 | 429 | 44.5 |
Tab.5
Factor loading matrix of shopping attitudes
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 |
Tab.6
Analysis result of one-way ANOVA
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* |
Tab.7
Result of Bonferroni test to the frequencies of purchasing books online
变量 | 书籍网上购物频率 | ||||
---|---|---|---|---|---|
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] | |
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] |
Tab.8
Result of Bonferroni test to the frequencies of purchasing clothes online
变量 | 衣服网上购物频率 | ||||
---|---|---|---|---|---|
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] |
[1] | 艾瑞咨询. 2015. 2014年中国网络购物行业年度监测报告[DB/OL]. 2015-06-26[2015-08-26]. |
[iResearch. 2015. China online shopping report 2014[DB/OL]. 2015-06-26[2015-08-26]..] | |
[2] | 柴彦威, 沈洁, 翁桂兰. 2008. 上海居民购物行为的时空间特征及其影响因素[J]. 经济地理, 28(2): 221-227. |
[Chai Y W, Shen J, Weng G L.2008. A study on activity space of shopping of Shanghai residents: Temporal and spatial characteristics and relative influencing factors[J]. Economic Geography, 28(2): 221-227.] | |
[3] |
陈秀山, 倪小恒. 2006. 信息通信技术对服务业布局的影响分析[J]. 中国软科学,(4): 109-117, 129.
doi: 10.3969/j.issn.1002-9753.2006.04.016 |
[Chen X S, Ni X H.2006. The analysis of ICT’s impact on service industry’s location[J]. China Soft Science,(4): 109-117, 129.]
doi: 10.3969/j.issn.1002-9753.2006.04.016 |
|
[4] |
韩会然, 焦华富, 王荣荣, 等. 2011. 城市居民购物消费行为研究进展与展望[J]. 地理科学进展, 30(8): 1006-1013.
doi: 10.11820/dlkxjz.2011.08.007 |
[Han H R, Jiao H F, Wang R R, et al.2011. Progress and prospects of the research on shopping behavior of urban residents[J]. Progress in Geography, 30(8): 1006-1013.]
doi: 10.11820/dlkxjz.2011.08.007 |
|
[5] | 焦华富, 韩会然. 2013. 中等城市居民购物行为时空决策过程及影响因素: 以安徽省芜湖市为例[J]. 地理学报, 68(6): 750-761. |
[Jiao H F, Han H R.2013. Research on temporal and spatial decision-making process and influencing factors of residents’ shopping behavior in medium-sized cities: A case study of Wuhu City in Anhui Province[J]. Acta Geographica Sinica, 68(6): 750-761.] | |
[6] |
刘学, 甄峰, 张敏, 等. 2015. 网上购物对个人出行与城市零售空间影响的研究进展及启示[J]. 地理科学进展, 34(1): 48-54.
doi: 10.11820/dlkxjz.2015.01.006 |
[Liu X, Zhen F, Zhang M, et al.2015. Research review of online shopping impact on personal travel and urban retail space and implications[J]. Progress in Geography, 34(1): 48-54.]
doi: 10.11820/dlkxjz.2015.01.006 |
|
[7] |
申悦, 柴彦威, 王冬根. 2011. ICT对居民时空行为影响研究进展[J]. 地理科学进展, 30(6): 643-651.
doi: 10.11820/dlkxjz.2011.06.001 |
[Shen Y, Chai Y W, Wang D G.2011. Reviews on impacts of information and communication technologies on human spatial-temporal behavior[J]. Progress in Geography, 30(6): 643-651.]
doi: 10.11820/dlkxjz.2011.06.001 |
|
[8] |
孙智群, 柴彦威, 王冬根. 2009. 深圳市民网上购物行为的空间特征[J]. 城市发展研究, 16(6): 106-112.
doi: 10.3969/j.issn.1006-3862.2009.06.019 |
[Sun Z Q, Chai Y W, Wang D G.2009. The spatial characteristics of e-shopping behavior of Shenzhen residents[J]. Urban Studies, 16(6): 106-112.]
doi: 10.3969/j.issn.1006-3862.2009.06.019 |
|
[9] | 汪明峰, 卢姗. 2012. 替代抑或补充: 网上购物与传统购物出行的关系研究[J]. 人文地理, 27(3): 44-49. |
[Wang M F, Lu S.2012. Substitution or complementarity: Online shopping and its relationship with traditional shopping behavior[J]. Human Geography, 27(3): 44-49.] | |
[10] | 汪明峰, 卢姗, 袁贺. 2013. 网上购物对不同区位消费者行为的影响: 市区和郊区的比较[J]. 城市规划, 37(11): 84-88, 95. |
[Wang M F, Lu S, Yuan H.2013. Influences of online shopping on consumer behaviors at different shopping locations: A comparative study on city center and suburb[J]. City Planning Review, 37(11): 84-88, 95.] | |
[11] |
席广亮, 甄峰, 汪侠, 等. 2014. 南京市居民网络消费的影响因素及空间特征[J]. 地理研究, 33(2): 284-295.
doi: 10.11821/dlyj201402008 |
[Xi G L, Zhen F, Wang X, et al.2014. Study on the influencing factors and spatial characteristics of residents’ online consumption in Nanjing[J]. Geographical Research, 33(2): 284-295.]
doi: 10.11821/dlyj201402008 |
|
[12] | 曾思敏, 陈忠暖. 2013. 国外网上零售商业空间及其影响效应研究综述[J]. 人文地理, 28(1): 36-42. |
[Zeng S M, Chen Z N.2013. A review on spatial organization of e-retail and its impact abroad[J]. Human Geography, 28(1): 36-42.] | |
[13] | Alba J, Lynch J, Weitz B, et al.1997. Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces[J]. Journal of Marketing, 61(3): 38-53. |
[14] |
Anderson W P, Chatterjee L, Lakshmanan T R.2003. E-commerce, transportation, and economic geography[J]. Growth and Change, 34(4): 415-432.
doi: 10.1046/j.0017-4815.2003.00228.x |
[15] |
Cao X Y.2012. The relationships between e-shopping and store shopping in the shopping process of search goods[J]. Transportation Research Part A: Policy & Practice, 46(7): 993-1002.
doi: 10.1016/j.tra.2012.04.007 |
[16] | Choo S, Lee T, Mokhtarian P L.2007. Relationships between US consumer expenditures on communications and transportation using almost ideal demand system modeling: 1984-2002[J]. Transportation Planning and Technology, 30(5): 431-453. |
[17] |
Chung J, Rao V R.2012. A general consumer preference model for experience products: Application to internet recommendation services[J]. Journal of Marketing Research, 49(3): 289-305.
doi: 10.2139/ssrn.1954001 |
[18] |
Couclelis H.2004. Pizza over the internet: E-commerce, the fragmentation of activity and the tyranny of the region[J]. Entrepreneurship & Regional Development, 16(1): 41-54.
doi: 10.1080/0898562042000205027 |
[19] | Farag S, Krizek K J, Dijst M.2006. E-shopping and its relationship with in-store shopping: Empirical evidence from the Netherlands and the USA[J]. Transport Reviews, 26(1): 43-61. |
[20] |
Farag S, Schwanen T, Dijst M, et al.2007. Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping[J]. Transportation Research Part A: Policy & Practice, 41(2): 125-141.
doi: 10.1016/j.tra.2006.02.003 |
[21] | Handy S, Cao X Y, Mokhtarian P.2008. Neighborhood design and children’s outdoor play: Evidence from northern California[J]. Children, Youth and Environments, 18(2): 160-179. |
[22] | Huang P, Lurie N H, Mitra S.2009. Searching for experience on the web: An empirical examination of consumer behavior for search and experience goods[J]. Journal of Marketing, 73(2): 55-69. |
[23] |
Mokhtarian P L.1990. A typology of relationships between telecommunications and transportation[J]. Transportation Research Part A: Policy & Practice, 24(3): 231-242.
doi: 10.1016/0191-2607(90)90060-J |
[24] |
Mokhtarian P L.2004. A conceptual analysis of the transportation impacts of B2C e-commerce[J]. Transportation, 31(3): 257-284.
doi: 10.1023/B:PORT.0000025428.64128.d3 |
[25] |
Pendyala R M, Goulias K G, Kitamura R.1991. Impact of telecommuting on spatial and temporal patterns of household travel[J]. Transportation, 18(4): 383-409.
doi: 10.1007/BF00186566 |
[26] |
Ren F, Kwan M P.2009. The impact of geographic context on e-shopping behavior[J]. Environment and Planning B: Planning and Design, 36(2): 262-278.
doi: 10.1068/b34014t |
[27] |
Salomon I.1986. Telecommunications and travel relationships: A review[J]. Transportation Research Part A: Policy & Practice, 20(3): 223-238.
doi: 10.1016/0191-2607(86)90096-8 |
[28] |
Talukdar D, Gauri D K, Grewal D.2010. An empirical analysis of the extreme cherry picking behavior of consumers in the frequently purchased goods market[J]. Journal of Retailing, 86(4): 336-354.
doi: 10.1016/j.jretai.2010.06.002 |
[29] |
Tang C S, Bell D R, Ho T H.2001. Store choice and shopping behavior: How price format works[J]. California Management Review, 43(2): 56-74.
doi: 10.2307/41166075 |
[30] | Turley L W, Milliman R E.2000. Atmospheric effects on shop-ping behavior: A review of the experimental evidence[J]. Journal of Business Research, 49(2): 193-211. |
[31] |
Weltevreden J W J.2007. Substitution or complementarity? How the Internet changes city centre shopping[J]. Journal of Retailing and Consumer Services, 14(3): 192-207.
doi: 10.1016/j.jretconser.2006.09.001 |
[32] | Weltevreden J W J, Van Rietbergen T.2009. The implications of e-shopping for in-store shopping at various shopping locations in the Netherlands[J]. Environment and Planning B: Planning and Design, 36(2): 279-299. |
|