Research on the Micro-Location Characteristics of Community O2O Retail Based on Spatial Correlation:A Case Study of Xingsheng Limited in Changsha
The community O2O(online to offline)sales model,supported by information technology,is a"online+offline"retail model with locational characteristics distinct from traditional offline retail.This article examines POI data for community group-buying pickup points of Changsha's Xingsheng Limited and related offline retail stores,employing various spatial statistical methods and combining field research results to analyze the spatial association between community O2O retail stores and offline retail locations.It further explores the micro-locational characteristics,formation mechanisms,and impacts of community O2O retail on urban spatial functionality.The analysis reveals that:(1)From a spatial association perspective,community O2O retail,on the one hand,depends on offline stores,generally forming a subsidiary relationship with them;on the other hand,its location restrictions are reduced,allowing site selection to expand into community interiors.(2)Within a"social-cultural-behavioral-economic"analytical framework,the community-focused market positioning and"online+offline"sales model of community O2O retail reduce locational constraints,display preferences for community-centered layouts,and exhibit different offline store association structures at varying scales.The model also acts as a new community space,interaction platform,consumption space,and transaction platform,reinforcing its micro-locational choices.(3)The online platform,as a virtual space influencing physical retail spaces,creates a blended service environment within the community,promoting integration among commercial,residential,and logistics spaces in urban areas.
community O2O retailmicro-locationspatial associationmultivariate spatial statistics
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