疫情防控政策下社区团购对购物出行的影响

Impact of Community Group Purchase on Shopping Trips under Epidemic Prevention and Control Policies

为了更科学合理地为疫情时期社区团购和实体商店的目标客户辨别提供理论支撑,通过调查485名宁波市居民在不同疫情防控政策下的社区团购和购物出行行为,使用负二项回归、线性回归和二元Logit模型分析社区团购和购物出行特征和影响因素,以及疫情结束后社区团购替代购物出行的决定因素。研究结果表明,社区团购频率和金额主要受疫情防控政策、家庭月收入和规模、住房产权、交通工具拥有情况和社区团购经历的影响。严控时期社区团购频率与购物出行频率显著负相关,政策放宽后两者为显著正相关,社区团购金额则正好相反。后疫情时代的社区团购应通过加强产品质量保障、提供多元服务、完善售后服务机制,提高社区团购品牌的吸引力和影响力。

In order to provide the scientific support for the identification of the target customers of community group purchase and physical stores during the epidemic period,the paper,based on the survey on the group purchase and shopping trip behavior of 485 Ningbo residents during the different epidemic prevention and control policies,employs negative binomial regression,linear regression,and binary Logit models to analyze the characteristics and the influencing factors of community group purchase and shopping trips,and the determining factors whether community group purchase will replace shopping trips after the epidemic.The results showed that the frequency and the amount of community group purchases were mainly affected by the epidemic prevention policies,household income and size,housing property rights,transport means ownership,and community group purchase experience.During the strict control period,the frequency of community group purchases was significantly negatively correlated with the frequency of shopping trips,while the two were significantly and positively correlated after the policy relaxation,and the amount of community group purchases was just the opposite.Community group purchases in the post-epidemic era should improve its attractiveness and influence by strengthening product quality assurance,providing multiple services and improving after-sales service mechanisms.