Characteristics and Influencing Mechanisms of Wuhan Residents'Online-offline Shopping Behavior
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.
shopping behaviorstructural equation modelinginfluencing mechanismWuhan City
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