中国居民网络购物对实体购物行为的影响

The impact of Chinese residents'online shopping on the physical shopping behavior

随着互联网技术的不断发展应用,网络购物(网购)在带来巨大经济潜力的同时,极大地改变了居民的购物习惯与购物行为。网购与实体购物之间的关系仍是学术界争议的热点,而中国的相关研究依然薄弱,且多基于个别社区或城市的调研数据进行研究,缺乏全国视角下大规模、长时间的系统研究,更缺乏不同区域之间异质性研究。本文基于中国各省份2017年和2021年大规模的时间利用调查数据,对居民网购行为和实体购物行为的时空演变进行分析,并实证检验了居民网购对实体购物行为的影响及其空间异质性。研究发现:①中国居民网购、实体购物行为特征空间差异显著,网购和实体购物行为标准差椭圆呈明显的“东北—西南”向分布,重心在研究期内存在向北移动的趋势。②2017年中国居民网购对实体购物起到明显的互补效应,2021年则互补效应和中立效应同时存在,证实在研究期内互补效应和中立效应共存。③网购对城乡、不同区域居民实体购物的影响有显著差异,亦存在着互补效应和中立效应共存的状况。本文厘清了中国居民网购与实体购物间的关系,同时也为促进实体商业的空间转型以及深入理解信息化时代城市空间的变迁提供参考。

With the continuous development and application of information technology,online shopping has emerged as a significant force,bringing immense economic potential.The convenience offered by online shopping,such as the ability to shop anytime,anywhere,and access to a vast array of products,is reshaping consumer habits and expectations.Despite the continued growth of online shopping,the role of physical stores remains significant.Physical stores offer tangible benefits that online shopping often struggle to replicate.These include the ability to see,touch,and try products before purchasing,as well as the immediacy of taking items home without having to wait for shipping.The relationship between online shopping and physical shopping remains a hot topic in academia.Although there have been relevant studies in China,most of them are based on the survey data from individual communities or cities,lacking large-scale and long-term systematic research from a national perspective.Furthermore,there is a lack of heterogeneous comparisons between different regions.Drawing on large-scale time utilization survey data of 29 provincial-level regions in 2017 and 2021,this paper analyzes the spatiotemporal evolution of online shopping behavior and physical shopping behavior of China's residents,and examines the influence of online shopping on residents'physical shopping behavior.The results show that:(1)There are significant spatial differences in the characteristics of residents'online and physical shopping behaviors.The standard deviation ellipse of online shopping and physical shopping behavior shows an obvious"northeastsouthwest"distribution pattern,with the gravity center gradually shifting northward during the study period.(2)In 2017,online shopping had a significant complementary effect on physical shopping.But in 2021,both complementary and neutral effects coexisted.(3)There are significant differences in the impact of online shopping on physical shopping between urban and rural residents,and residents among different regions.There is also a coexistence of complementary effects and neutral effects.This paper clarifies the relationship between online shopping and physical shopping in China,provides an in-depth understanding of the changes of urban space in the internet era,and helps promote the spatial transformation of physical commerce.