空间因素在网络购物中的作用--基于广州市大学生网络购物的实证分析

Dose Spatial Distance Factor Still Matter in Online Shopping Behavior:A Study of Undergraduates’Online Shopping in Guangzhou

空间距离是传统商业区位的关键影响因子。但随着电子商务的迅猛发展,空间因素在网络购物中的作用仍有待商榷,现有研究结论也因研究区域、研究对象不同而不同。大学生作为网络购物的主要群体之一,其年龄、教育、收入等个体因素方面差距较小,更有利于深入探析空间因素对网络购物的影响。文章基于广州市618份大学生调研问卷,运用多元线性回归、交叉表分析等方法分析大学生网络购物行为及其影响因素。结果表明:①广州市大学生网购指数为2.57,中心城区的网购指数较高,番禺区、黄埔区的网购指数较低。②大学城内外、距实体店距离等空间因素对大学生网购指数有较大影响,月支出、性别、交通可达性等因素对网购指数具有一定影响。③大学城内的生活空间与消费空间存在较高程度的重叠,导致大学城内外的学生对饰品、日用百货和图书等商品的网购偏向差异较大。④实体店分布对大学生网购的影响相对比较复杂,呈倒"U"型关系,因实体店分布密度不同分别呈抑制、替代、补充、促进等关系。

Physical distance is one of the most important factors that decide the location of traditional business.Since the 1990s,with the rapid development of internet technology,mobile phone,express delivery system,online shopping have entered into people's daily life in China and became an important business form.Existing geographical literature has focused on the role of spatial distance in online shopping,but the results vary according to different research areas and research objects.This paper tries to answer this question,by a case study of undergraduates'online shopping in Guangzhou,China.As one of the main groups of online shopping,undergraduates have a tiny gap in age,education,income and other individual factors,who are more conducive to an in-depth analysis of the impact of spatial factors in online shopping.Based on 618 questionnaires of undergraduates of 16 universities in Guangzhou,this paper applies to correlation analysis and spatial analysis method to analyze the impact of spatial factors on undergraduates'online shopping.The results show that:(1)The online shopping index of undergraduate(UOSI)in Guangzhou is 2.57,which is higher in Yuexiu District and Haizhu District,and lower in Panyu District and Huangpu District.(2)The two spatial factors,inside or outside the university town(X1)and the distance from physical stores(X2),have an observable influence on UOSI.Monthly expenditure(X5),transport accessibility(X3),and gender(X4)have certain impact on the UOSI,while other factors have almost none influence.(3)There is an inevitable consumption space overlap inside the university town.Undergraduates outside the university town tend to purchase online,especially daily department stores,cosmetics/toiletries,digital products,etc.,and their proportion of online shopping expenditure is relatively high.While undergraduates inside the university town tend to purchase physical goods,mostly daily department stores,digital products,books,etc.,and their proportion of online shopping expenditure is relatively low.(4)The impact of the distribution of physical stores on UOSI is relatively complex,showing an inverted"U"type relationship.Due to the different distribution density of physical stores,the relationships between physical stores and online shopping would be restraint,substitution,supplement,promotion,and stability.