南京市居民购物行为的影响因素和空间效应——基于四种商品的对比研究

Influential factors and spatial effects of individuals' shopping behavior in Nanjing:A comparative study on four types of goods

信息技术的发展和使用不断改变着居民的购物方式和行为,并对城市交通和城市商业空间布局等产生了一系列影响。采用2015年南京市居民购物行为问卷调查数据,通过联合有序probit模型,探讨南京市居民购物行为影响因素和空间效应,并对四种商品进行对比研究。研究表明:(1)家庭生命周期、城市建成环境、居民购物态度、机动车保有状况和社会经济人口因素均对居民购物行为有显著影响,且存在产品类型差异;(2)不同类型人群对城市交通出行和商业布局的影响不同,且特征人群分布存在空间分异;(3)居民对不同产品类型购物的空间偏好存在差异,且这种偏好受居民主观决策和客观环境共同影响。基于以上发现,对城市交通和商业布局提出相关建议。

The development of information and communication technology has changed individuals＇ shopping mode and behavior, which in turn affects urban travel and the spatial distribution of retail businesses. This paper explored the influencing factors of shopping behavior and discussed spatial effects of the shopping behavior by using a comparative study of four types of goods, i.e., clothing, book, daily goods and electronic device. Joint ordered probit models have been applied based on a survey conducted in Nanjing city from April to June in 2015. The survey presents the shopping behavior of 963 residents from 42 residential development and eight metropolitan districts of Nanjing city. The result reveals that： （1） the built environment, shopping attitudes, and demographic characteristics have significant impacts on individual＇s shopping behavior. At different stages of family life cycle, individuals tend to increase or decrease the frequency of purchasing different types of goods. All these impacts vary in the four types of goods; （2） both substitution effect and complementarity effect of online shopping have been identified. However, the complementarity effect is applied on all the four types of goods and the substitution effect only applied on clothing. Individuals have been categorized into some specific sub-populations to identify and predict the two effects. There is only one sub-population whose online shopping behavior has substitution effect and many others have complementarity effect. The spatial distribution of these specific sub-populations is heterogeneous so that it has great impacts on urban transportation and commercial planning. （3） In terms of different types of goods, individuals have different spatial preferences, which are subject to their desire and the built environment. They prefer purchasing non-daily goods at shopping mall miles away from home and purchasing daily goods at small stores nearby. These preferences would affect the effect of urban commercial zoning. For example, when the density of shopping malls increases, the individuals＇ travel distance of clothing shopping will decrease but the frequency will increase. The overall travel magnitude is determined by the combined effect of the two models. Based on the results, we proposed some suggestions on urban transportation and commercial land use planning.