大都市数字化日常消费的时空特征——以杭州市外卖O2O消费为例

Research on the spatio-temporal characteristics of metropolitan digital daily consumption with evidence from Hangzhou takeaway consumption

移动互联网的普及催生了以外卖O2O消费为代表的数字化消费模式,日常消费供给与需求的时空格局正在发生变革。以杭州市主城区外卖O2O消费为研究对象,基于高精度的消费数据,运用数理统计、核密度空间分析以及可视化方法,刻画大都市数字化日常消费单日内高峰时段的时空特征,并对供给与需求的时空特征进行关联性分析。研究发现,①大都市数字化日常消费存在午、晚两个高峰,午高峰的规模更大、瞬时变化率更高。②需求空间在数字化日常消费高峰时期呈现显著的集聚态势,午高峰的空间集聚度较晚高峰高,且空间范围更小、边界更清晰;需求空间用地类型由单一的生产性服务用地转为居住、生产和文教等多元用地。③供给空间高密集聚形成多中心格局,供给空间分布与传统商业空间格局总体一致,局部存在差异——关键供给中心多数与社区级商圈重叠,少量位于非商业空间。④数字化日常消费形成午晚高峰错位和供需高峰错位两个特征:客观环境的时空约束影响潜在消费者决策,导致午晚高峰错位;数字时代店铺仍旧受集聚效应支配形成多中心格局,骑行配送拓宽供给中心的服务半径,扩大消费与供给的地理不邻近,从而形成供需高峰错位。

The popularity of mobile internet has given rise to digital consumption patterns represented by takeaway consumption.The spatio-temporal patterns of daily consumption supply and demand have changed.Using Hangzhou’s main urban area as a case study,the paper analyzes the spatio-temporal characteristics of daily digital consumption peaks using high-precision consumption data,mathematical statistics,kernel density spatial analysis,and visualization methods.Next,the study analyzes the spatio-temporal characteristics of supply and demand.The study found that 1)There are two peaks in digital daily consumption in metropolitan areas,noon and evening,and the degree of spatial and temporal concentration is higher during the noon peak.2)During peak digital daily consumption periods,demand spaces show a significant clustering tendency,with the noon peak having higher spatial concentration than the evening peak,characterized by a smaller spatial range and more distinct boundaries.Demand space transitions from singular productive service land use to a mix of residential,productive,educational,and cultural land uses.3)Supply space demonstrates high concentration,forming multiple supply centers.The distribution of supply space aligns broadly with traditional commercial spatial patterns,albeit with slight differences—key supply centers are primarily located within community-level business districts,with some situated in non-commercial areas.4)The digital daily consumption exhibits two distinct characteristics:the misalignment of noon and evening consumption peaks and the misalignment of supply and demand peaks.Consumer temporal and spatial constraints during specific contexts result in the misalignment of midday and evening consumption peaks.In the digital age,stores continue to be governed by the agglomeration effect,forming a multi-center pattern.Delivery services expand the service radius and increase the geographical non-proximity between demand and supply,thus creating a misalignment between supply and demand peaks.