武汉市居民线上-线下购物行为特征及影响机制
Characteristics and Influencing Mechanisms of Wuhan Residents'Online-offline Shopping Behavior
袁满 1姜浩 2刘安子 2单卓然1
作者信息
- 1. 华中科技大学 建筑与城市规划学院,武汉 430074;华中科技大学 湖北省城镇化工程技术研究中心,武汉 430074;华中科技大学 自然资源部城市仿真重点实验室,武汉 430074
- 2. 深圳市蕾奥规划设计咨询股份有限公司浙江分公司,浙江 宁波 315042
- 折叠
摘要
以武汉市为例,基于调查问卷数据,厘清居民线上-线下购物行为特征,运用结构方程模型挖掘线上-线下购物行为的影响机制.结果表明:(1)移动互联网的发展推动购物行为迁移,线上购物成为主流方式;购物偏好随商品而变化,部分商品产生"双线融合"的新模式;购物行为空间分异,线上购物由内到外呈现"低—高—低"的空间特征.(2)线上-线下购物行为受到个人社会经济属性、互联网经验、居住属性、购物心理偏好等多重因素的直接或间接影响,其中居住属性和购物心里偏好承担着重要的中介作用,线上购物与线下购物存在复杂的交互效应.
Abstract
Taking Wuhan as an example,this paper clarifies the characteristics of residents'online-offline shopping behavior based on survey questionnaires.It employs a structural equation model to explore the influencing mechanisms of online-offline shopping behavior.The results indicate that:(1)The proliferation of the internet has driven a shift in shopping behavior,making online shopping the mainstream method;shopping preferences vary with product attributes,leading to a new"dual-channel integration"shopping model for some products;and there is spatial differentiation in shopping behavior,with the online shopping index exhibiting a"low-high-low"spatial pattern from the inner to outer areas.(2)Online-offline shopping behavior is directly or indirectly influenced by multiple factors,including personal socio-economic attributes,internet experience,residential attributes,and shop-ping psychological preferences,among which residential attributes and shopping psychological preferences play sig-nificant intermediary roles.There are complex interactive effects between online and offline shopping behaviors.
关键词
购物行为/结构方程模型/影响机制/武汉市Key words
shopping behavior/structural equation modeling/influencing mechanism/Wuhan City引用本文复制引用
出版年
2024
NETL
NSTL
万方数据