疫情期潍坊市居民在线购物行为特征研究:与疫情前的对比

CHARACTERISTICS OF RESIDENTS’ ONLINE SHOPPING BEHAVIORS IN WEIFANG:COMPARISONS BETWEEN COVID-19 PERIOD AND NORMAL

智慧城市技术的迅猛发展和全面渗透融入社会生活,变革了传统的人地关系,时间、空间和距离被高度压缩,重塑了居民购物活动及其空间指向。受新冠疫情爆发和居家隔离政策实施的影响,居民在线购物行为呈现出不确定性,其特征及影响因素值得深究。基于对潍坊居民的问卷调查,厘清疫情期居民在线购物行为特征及其与平时的差异,进一步使用结构方程模型诠释疫情期居民在线购物行为的影响因素。结果表明,疫情期居民在线购物频率、费用和时长均高于平时;城市中心区居民的在线购物频率、费用和时长高于郊区,揭示出“创新扩散假说”在疫情期仍然成立。疫情期居民在线购物认知和实体购物行为均对其在线购物行为具有显著的正向影响;高收入、高教育水平、在线购物年限更长、居住区位越佳的居民更倾向于在线购物。研究丰富了居民在线购物行为的学术讨论,能为城乡零售空间的规划提供参考。

With the rapid development of smart city technology and its full penetration into social life, the traditional human-land relationship has been significantly changed. Owing to the outbreak of COVID-19 and the consequent implementation of lockdown policy, residents’ online shopping behaviors have become increasing uncertain, and its characteristics and influencing factors require further study. Based on questionnaire survey data of Weifang city, this study investigated the characteristics of residents’ online shopping behaviors during the epidemic period and their differences from usual. Structural equation modeling was further used to explore the influencing factors of residents’ online shopping behaviors during the epidemic period. The results showed that residents’ online shopping frequency, expense, and duration were higher than the peacetime. Moreover, during the epidemic period, residents’ online shopping frequency, expense, and duration all decreased from the central city to the suburbs, which was in line with the technology diffusion hypothesis. Online shopping attitudes during the epidemic period had a significantly positive impact on residents’ online shopping behaviors;In-store shopping behaviors during the epidemic period promoted online shopping behaviors;Residents with high income, high education level, longer online shopping years and better living location were more inclined to online shopping.