上海市民大型超市购物行为特征研究

THE STUDY ON SHOPPING BEHAVIOR OF HYPERMARKET SHOPPERS IN SHANGHAI CITY

以上海居民消费行为的问卷调查为基础,探讨零售业态变革下上海居民大型超市购物行为的总体特征以及时空间特征。上海居民选择大型超市购物的比率及频率较高,在大型超市购物的耗时相对较长,并且有集中于夜间的特点,购物出行方式上以步行和自行车为主,陪伴者以家人居多。通过不同类型商品购物行为空间的分析得出,大型超市对居民购物出行空间的影响显著。受大型超市空间分布和周边其他零售业设施发育程度的共同影响,居民购物活跃度的空间差异也较为显著。

Since 1990s, hypermarkets have dramatically developed in China and become the winning Ibrmat m fast-growing retail sector. Because of their different characteristics of self-service, shopping environment, market segment and spatial distribution, with the fast growth pace of this retailing format, there is ongoing revolution in urban commerce and consumption. They changed not only traditional retailing structure, urban commercial space, but also the consumption behavior of citizens. Therefore, more and more related research emerges, some of which concentrate in business management, marketing strategy, location and distribution of hypermarket, while others put emphasis on consumer behavior such as symbol perception and recognition of habitants to supermarkets, chain stores and shopping mall, the transformation of consumption concept of family, and determinants of store choice of hvpermarket shoppers. In the context of reconstruction of retailing, the paper focuses on shopping behavior of hypermarket shoppers in Shanghai, the most developed commercial city in China. According to statistics, there have been 83 hypermarkets in 2003 in Shanghai with 15.4% average growth rate annually, and moreover, they account for 8.9% of total retailing sales revenue. Based on questionnaire survey and field investigation, general and temporal-spatial characteristics of shopping behavior are summarized： 1） Most citizens make their purchases in hypermarket with high frequency compared with western counterparts and long shopping duration compared with supermarkets and convenience stores. In terms of shopping period of the day, consumers prefer shopping at night; 2） Shoppers go to hypermarkets mainly on foot or by bike, and are often companied by family members. The percentage of utilization of private cars is rather low, though most of hypermarkets offer free parking area; 3） Compared with traditional retailing formats, the traveling distance of hypermarket shoppers are longer than that of wet market shoppers but shorter than department stores shoppers. In other words, the shopping space of low-class commodities is stretched and that of high-class commodities is compressed by hypermarket. Moreover, the spatial range of hypermarket shopping activities depends on different types of commodities. 60% shopping activities of food, which represents ＇centralized shopping space＇ , highly concentrate within 1.3km, while the centralized shopping space of daily article and electric appliance turn out to be 1.8km and 2.2km. respectively. Meanwhile, 90% shopping activities of food, which refers to ＂oasic shopping space＇, extend to 3.7km, while the corresponding range of daily article and electronic appliance extend to 4.6kin and 3.1km. The basic shopping pace of electronic appliance in hypermarket is compressed by specialized stores, which distribute with high density across urban area. Besides, the distribution of hypermarkets and other retailing formats around residential location lead to various percentage of hypermarket utilization of citizens. More residents living in the fringe of inner city shop at hypermarket than those living in downtown area.