城市居民移动购物行为影响因素研究

Influential Factors and Spatial Effects of Residents’ M-shopping Behavior

移动智能设备的普及,正在重塑城市居民的购物行为。本文在移动信息时代南通居民购物行为问卷调查数据的基础上,运用多项逻辑回归模型分析南通居民移动购物频率高低的影响因素。模型结果表明,社会经济属性变量中,女性、年龄在20-30岁和36-45岁两个年龄段以及居住在南通外围圈层的南通居民更倾向使用移动智能设备购买衣服鞋帽类商品。总体上来看,影响居民移动购物行为的因素与网络购物行为相比大大减少,表明移动购物已经融入各行各业居民的日常生活实践中。

The popularity of mobile smart devices is reshaping the shopping behavior of urban residents.Taking Nantong as an example,this paper constructs a multinomial logistic regression model to explore the factors affecting the frequency of residents’mobile shopping behavior.The results of the model show that among the socio-economic attribute variables,women,Nantong residents aged 20-30 and 36-45 and those living in the outer circle of Nantong are more likely to use mobile intelligent devices to buy clothes,shoes and hats.On the whole,compared with online shopping,the factors that affect residents’mobile shopping behavior are greatly reduced,indicating that mobile shopping has been integrated into the daily life practice of residents in all walks of life.