新消费时代西部城市居民消费行为特征——以呼和浩特市为例

Research on Consumption Behavior Characteristics of Western Urban Residents in the New Consumption Era:Taking Hohhot City as an Example

以呼和浩特市为例,采用开源大数据与实地问卷调查,借助空间聚类、卡方检验和多重对应分析等方法,基于居住空间类型的视角,探索新消费时代下居民消费行为的特征。结果表明:(1)根据区位与属性,呼和浩特市可划分为市区主体小区、市内历史小区、周边高档小区、外围中档小区和城中村5类居住空间类型。(2)相同居住空间类型的居民在消费行为特征上表现出较高的一致性;不同性别、年龄、职业等属性也同样影响着居民的消费行为。(3)不同类型的居住空间消费出行特征不同,市区主体小区居民多选择规模更大、更为综合的中端商业中心,外围中档小区优先选择周边较为综合的商业中心。

In this paper,Hohhot is taken as a case study,using open-source big data and field survey data to theorize the characteristics and mechanism of residents’shopping behaviors in different segments of consumers based on geography.The results show that:(1)Residential spaces were divided into five types according to their location and properties:main communities in urban areas(MCs),historical communities in urban areas(HCs),high-grade communities in the outskirts of the city(HGCs),mid-grade communities in urban peripheries(MGCs),and urban villages(UVs).(2)Residents in the same type of residential space show higher consistency in the characteristics of consumption behaviors;at the same time,gender,age,occupation,Engel coefficient and other attributes also affect the residents’consumption behaviors.(3)Different types of residential space have different consumption and travel characteristics,residents in MCs often choose larger and more comprehensive mid-range commercial centers,and residents in MGCs prefer to choose surrounding comprehensive commercial centers.