实体-信息与场景-符号视角下的奶茶消费空间分布特征及影响因素

Distribution Characteristics and Influencing Factors of Milk-tea Consumption Space from the Perspective of Scene-Symbol and Physical-Information

数字经济时代,实体空间与信息空间融合叠加、场景消费与符号消费共同作用的新零售消费空间对城市空间发展的影响不断扩大。以西安市新零售奶茶消费空间为研究对象,通过空间句法模型分析奶茶消费空间分布特征,构建门槛回归、多尺度地理加权回归模型对奶茶消费空间分布影响因素进行解析。研究发现:①新零售奶茶消费空间区位选择对市场信息高度敏感并能够回应空间调控决策,传统零售业区位论中涉及的消费市场、空间接近性、地价、同行业发展等因素仍对新零售奶茶消费空间分布产生显著影响,但实体与信息在新零售奶茶消费空间中存在尺度博弈,信息作用随着尺度的扩大而更加明显;②新零售奶茶消费空间分布中蕴含着品牌社群组织行为特征,消费社群的消费主体性增强,不同品牌新零售奶茶消费空间通过多种方式促进消费社群成长;③社会文化感知在实体与信息消费空间中均存在价格门槛效应。低价位消费空间场景与符号价值作用机制中信息流与物质流之间相互排斥,文化扩散依靠场景与符号密度、传播速度与频次。高价位消费空间场景与符号价值作用机制中信息流与物质流相互促进,文化扩散依靠场景与符号影响力和传播距离。④空间句法模型模拟了实体消费的信息空间延展,门槛回归与多尺度地理加权回归模型揭示了新零售消费空间生产与再生产机制,拓展了消费地理学中新零售消费空间研究。

In the era of digital economy,the influence of new retail consumption space which combines scene consumption and symbol consumption,and physical space and information space,on the development of urban space is constantly expanding.Taking the consumption space of milk-tea in Xi'an as the research object,space syntax is used to analyze the distribution characteristics of milk-tea consumption space.Threshold regression and multi-scale geographical weighted regression are constructed to analyze the influencing factors of the distribution of milk-tea consumption space.The results show that:(1)Location selection for new retail milk-tea is highly sensitive to market information and can respond to space regulatory decisions.The factors involved in the traditional retail location theory,such as consumer market,spatial proximity,land price,and industrial development,have a significant impact on the spatial distribution of new retail milk-tea consumption.However,there is a game between physical and information entities in new retail milk-tea consumption space,with the role of information growing significantly with the expansion of scale;(2)The spatial distribution of new retail milktea consumption reflects the characteristics of organizational behaviors displayed by brand community.The consumption subjectivity of consumer community is enhanced.The new retail milk-tea consumption space of different brands promotes the growth of consumer communities in various ways;(3)Social culture perception has price threshold effect in both physical and information consumption space.Information flow and material flow are mutually exclusive in the action mechanism of low-priced consumption space scene and symbol value,and cultural dissemination depends on the density,propagation rate,and frequency of scene and symbol.In the action mechanism of high-priced consumption space scene and symbol value,information flow and material flow promote each other,and cultural dissemination depends on the influence and propagation distance of scene and symbol;(4)Spatial syntactic model simulates the extension of information in the consumption space.Threshold regression and multi-scale geographical weighted regression reveal the production and reproduction mechanism of new retail consumption space.This study expands the research on new retail consumption space in consumer geography.