京津冀三地网络购物行为差异研究

Regional Differences of Online Shopping Behavior among Beijing,Tianjin and Hebei

消费模式转型升级是区域经济发展的重要影响因素,研究区域消费差异可以为政府制定区域发展政策和细化实施方案提供决策参考,也有助于网络购物平台厂商改善区域客户体验并提升服务水平。本文基于2014—2016年的京东商城和淘宝网的百度搜索指数数据,来间接反映京津冀三地消费者的网络购物行为,对微观的网络购物行为区域差异进行研究。实证分析发现:由于京津冀区域网络基础设施、经济发展水平、人均收入和支出水平的差异,使得网络购物人口占比在京、津、冀三地区依次递减,其中使用不同终端上网购物的比例及B2C类京东购物网站偏好也在三地区存在明显差异。在星期日历选择偏好方面,相比河北,北京与天津的用户更倾向选择周一至周五进行网络购物。根据三地网络购物行为的区域差异,网络购物平台企业可针对性地优化物流仓储布局、优化在线购物系统的不同时段及PC和移动终端的资源配置,调整相应的网络平台营销策略,为京津冀区域间发展不平衡不充分所导致的网络购物差异提供更有效的服务。

Since 2014,Chinese government has taken Beijing-Tianjin-Hebei(abr.,Jing-Jin-Ji)cooperation development as a national strategy.Focusing on regional developments of Jing-Jin-Ji from the macro perspective,previous literature has made a lot of research,e.g.,population,economics,infrastructure,urbanization and environment,but studies on regional difference from micro consumers'perspective especially from online shopping behaviors are still rare.Given that consumption is one of important factors for economic development,study on regional difference in online shopping is helpful for governments to make a regional development strategy implementable,and can be conducive for online shopping websites to improve regional consumers experience and service level.With the development of Internet infrastructure,more and more people use PC and smart phone to make online shopping.Until 2015,Alibaba and Jingdong had accounted for more than 90%of the market share of online retail in China.Moreover,Taobao and Jingdong have been representatives of C2C and B2C respectively.According to the survey report on search behavior of Chinese Internet users from 2014 to 2016 provided by CNNIC,the proportion of users using search tools based on PC or smart phone to make online shopping is over 60%,while the penetration rate of Baidu search is over 80%.Therefore,data of user search behaviors based on Baidu index may effectively indirectly reflect users'network shopping behavior.To explore the Jing-Jin-Ji regional differences of users'online shopping,this study uses the data of Baidu index to empirically analyze the difference of consumers'search behaviors in C2C(taking Taobao as an example)and B2C(taking Jingdong mall as an example),and then indirectly reflects the Jing-Jin-Ji's regional differences of consumers'online shopping behavior in different types of shopping websites.The findings of the study are as follows:(1)The proportion of online shopping population among Beijing,Tianjin and Hebei decreases successively;(2)In the selection preference of shopping website,the degree of preference for searching Jingdong site decreases successively amongst Beijing,Tianjin and Hebei;However,the preference degree of searching Taobao site shows that Beijing is greater than Hebei,while Hebei is greater than Tianjin.(3)The population proportion of using mobile phones to search shopping sites amongst Beijing,Tianjin and Hebei increases successively.That is,Beijing has the lowest and Hebei has the highest population proportion of using mobile phones to search shopping sites.Conversely,the population proportion of using PC is decreasing in Jing-Jin-Ji.(4)As to the selection preference of week calendar,compared with Hebei province,users in Beijing and Tianjin are more inclined to conduct online shopping search from Monday to Friday,while there are relatively few on Saturday and Sunday.The paper has theoretical contributions as follows.First,previous research on regional consumption difference of Jing-Jin-Ji mainly focus on the overall level of consumption and its influencing factors,but from microscopic consumer perspective this study mainly investigates the regional difference of online shopping search behavior in Jing-Jin-Ji,and finds the significant regional difference of terminal selection,preference of B2C and C2C shopping site selection and online shopping time preference.Second,the study reveals that with the popularization of smart phones and the implementation of the coordinated development strategy of Jing-Jin-Ji,Hebei which lags behind Beijing and Tianjin in economics,may accelerate the development of network shopping by means of the mobile Internet of smart phones.In addition,this study may provide the practical value in two aspects.Firstly,the findings are helpful for online shopping sites to understand the regional difference of online shopping behaviors in China and to develop regional market segments and the corresponding marketing strategies to adapt to the consumer behavior preference in different areas.Secondly,the findings are helpful for the government to set up scientific collaborative development strategies and policies of Jing-Jin-Ji from both macro aspect(e.g.,population,economy,society,culture)and micro perspective in consumer behavior,so as to push forward the coordinated development of Jing-Jin-Ji.